| 书目名称 | Pharmaceutical Advertising as a Source of Consumer Self-Empowerment |
| 副标题 | Evidence from Four C |
| 编辑 | Isabell Koinig |
| 视频video | |
| 概述 | Publication in the field of economic science.Includes supplementary material: |
| 丛书名称 | Forschungsgruppe Konsum und Verhalten |
| 图书封面 |  |
| 描述 | .Isabell Koinig examines how a standardized promotional message for afictitious over-the-counter (OTC) medication is perceived by consumers in fourdifferent countries (Austria, Germany, the U.S., and Brazil), and the degree towhich it contributes to their self-empowerment. Building on previous research,informative appeals were expected to not only be most appealing, but also toaid consumers in making qualified and reasonable decisions, educating and“empowering” them by strengthening their beliefs in their own capabilities. A fieldstudy on three continents revealed mixed promotional messages to be mosteffective with regard to both ad evaluation and consumer self-empowerment. . |
| 出版日期 | Book 2016 |
| 关键词 | Health Communication; Cross-Cultural Advertising; Consumer Control; Consumer Choice; Consumer Response |
| 版次 | 1 |
| doi | https://doi.org/10.1007/978-3-658-13134-0 |
| isbn_softcover | 978-3-658-13133-3 |
| isbn_ebook | 978-3-658-13134-0Series ISSN 2628-2038 Series E-ISSN 2628-2046 |
| issn_series | 2628-2038 |
| copyright | Springer Fachmedien Wiesbaden 2016 |
发表于 2025-3-21 16:34:39
