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Pharmaceutical Advertising as a Source of Consumer Self-Empowerment Evidence from Four Countries /
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 res...
| Clasificación: | Libro Electrónico |
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| Autor principal: | |
| Autor Corporativo: | |
| Formato: | Electrónico eBook |
| Idioma: | Inglés |
| Publicado: |
Wiesbaden :
Springer Fachmedien Wiesbaden : Imprint: Springer Gabler,
2016.
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| Edición: | 1st ed. 2016. |
| Colección: | Forschungsgruppe Konsum und Verhalten,
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| Temas: | |
| Acceso en línea: | Texto Completo |
MARC
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| 100 | 1 | |a Koinig, Isabell. |e author. |4 aut |4 http://id.loc.gov/vocabulary/relators/aut | |
| 245 | 1 | 0 | |a Pharmaceutical Advertising as a Source of Consumer Self-Empowerment |h [electronic resource] : |b Evidence from Four Countries / |c by Isabell Koinig. |
| 250 | |a 1st ed. 2016. | ||
| 264 | 1 | |a Wiesbaden : |b Springer Fachmedien Wiesbaden : |b Imprint: Springer Gabler, |c 2016. | |
| 300 | |a XVI, 378 p. 41 illus. |b online resource. | ||
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| 490 | 1 | |a Forschungsgruppe Konsum und Verhalten, |x 2628-2046 | |
| 505 | 0 | |a 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. | |
| 520 | |a 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. 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 Target Groups Researchers and students in the fields of marketing, media and communications sciences Practitioners in these areas 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. | ||
| 650 | 0 | |a Medical economics. | |
| 650 | 0 | |a International economic integration. | |
| 650 | 0 | |a Globalization. | |
| 650 | 0 | |a Marketing. | |
| 650 | 1 | 4 | |a Health Economics. |
| 650 | 2 | 4 | |a Emerging Markets and Globalization. |
| 650 | 2 | 4 | |a Marketing. |
| 710 | 2 | |a SpringerLink (Online service) | |
| 773 | 0 | |t Springer Nature eBook | |
| 776 | 0 | 8 | |i Printed edition: |z 9783658131333 |
| 776 | 0 | 8 | |i Printed edition: |z 9783658131357 |
| 830 | 0 | |a Forschungsgruppe Konsum und Verhalten, |x 2628-2046 | |
| 856 | 4 | 0 | |u https://doi.uam.elogim.com/10.1007/978-3-658-13134-0 |z Texto Completo |
| 912 | |a ZDB-2-ECF | ||
| 912 | |a ZDB-2-SXEF | ||
| 950 | |a Economics and Finance (SpringerNature-41170) | ||
| 950 | |a Economics and Finance (R0) (SpringerNature-43720) | ||