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...

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Detalles Bibliográficos
Clasificación:Libro Electrónico
Autor principal: Koinig, Isabell (Autor)
Autor Corporativo: SpringerLink (Online service)
Formato: Electrónico eBook
Idioma:Inglés
Publicado: Wiesbaden : Springer Fachmedien Wiesbaden : Imprint: Springer Gabler, 2016.
Edición:1st ed. 2016.
Colección:Forschungsgruppe Konsum und Verhalten,
Temas:
Medical economics.
International economic integration.
Globalization.
Marketing.
Health Economics.
Emerging Markets and Globalization.
Acceso en línea:Texto Completo
Tabla de Contenidos:
  • 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.

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