Pharmaceutical Advertising as a Source of Consumer Self-Empowerment: Evidence from Four Countries

by Isabell Koinig

Overview

Isabell Koinig examines how a standardized promotional message for a fictitious over-the-counter (OTC) medication is perceived by consumers in four different countries (Austria, Germany, the U.S., and Brazil), and the degree to which it contributes to their self-empowerment. Building on previous research, informative appeals were expected to not only be most appealing, but also to aid consumers in making qualified and reasonable decisions, educating and “empowering” them by strengthening their beliefs in their own capabilities. A field study on three continents revealed mixed promotional messages to be most effective with regard to both ad evaluation and consumer self-empowerment.

Product Details

ISBN-13:	9783658131333
Publisher:	Springer Fachmedien Wiesbaden
Publication date:	03/10/2016
Series:	Forschungsgruppe Konsum und Verhalten
Edition description:	1st ed. 2016
Pages:	378
Product dimensions:	5.83(w) x 8.27(h) x (d)

About the Author

Dr. Isabell Koinig wrote her dissertation under the supervision of Prof. Dr. Sandra Diehl at the Department of Media and Communications at the Alpen-Adria-Universität Klagenfurt, Austria.

Table of Contents

Effects of Health Communication and Pharmaceutical Advertising.- Taking Matters Global: The (Im)Possibilities of Cross-Cultural Advertising.- Consumer Self-Empowerment: Increasing Consumer Control and Choice.- Modelling Consumer Self-Empowerment.- Consumer Responses to Different Advertising Styles.- Advertising’s Contribution to Consumer Self-Empowerment.