國立高雄大學圖資館 |

Language: English

Back

Pharmaceutical advertising as a sour...

Koinig, Isabell.

Pharmaceutical advertising as a source of consumer self-empowermentevidence from four countries /

Record Type:	Electronic resources : Monograph/item
Title/Author:	Pharmaceutical advertising as a source of consumer self-empowermentby Isabell Koinig.
Reminder of title:	evidence from four countries /
Author:	Koinig, Isabell.
Published:	Wiesbaden :Springer Fachmedien Wiesbaden :2016.
Description:	xvi, 378 p. :ill., digital ;24 cm.
Contained By:	Springer eBooks
Subject:	Communication in pharmacy.
Online resource:	http://dx.doi.org/10.1007/978-3-658-13134-0
ISBN:	9783658131340$q(electronic bk.)

Pharmaceutical advertising as a source of consumer self-empowermentevidence from four countries /
Koinig, Isabell.

Pharmaceutical advertising as a source of consumer self-empowermentevidence from four countries /[electronic resource] :by Isabell Koinig. - Wiesbaden :Springer Fachmedien Wiesbaden :2016. - xvi, 378 p. :ill., digital ;24 cm. - Forschungsgruppe konsum und verhalten. - Forschungsgruppe konsum und verhalten..

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.

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-Universitat Klagenfurt, Austria.

ISBN: 9783658131340$q(electronic bk.)

Standard No.: 10.1007/978-3-658-13134-0doiSubjects--Topical Terms:

303283
Communication in pharmacy.

LC Class. No.: RS56

Dewey Class. No.: 615.1

Pharmaceutical advertising as a source of consumer self-empowermentevidence from four countries /
LDR:02762nmm a2200325 a 4500 001 483916
003 DE-He213
005 20160913163815.0
006 m d
007 cr nn 008maaau
008 161012s2016 gw s 0 eng d
020 $a 9783658131340$q(electronic bk.)
020 $a 9783658131333$q(paper)
024 7 $a 10.1007/978-3-658-13134-0 $2 doi
035 $a 978-3-658-13134-0
040 $a GP $c GP
041 0 $a eng
050 4 $a RS56
072 7 $a KCQ $2 bicssc
072 7 $a BUS069000 $2 bisacsh
082 0 4 $a 615.1 $2 23
090 $a RS56 $b .K79 2016
100 1 $a Koinig, Isabell. $3 741895
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.
260 $a Wiesbaden : $b Springer Fachmedien Wiesbaden : $b Imprint: Springer Gabler, $c 2016.
300 $a xvi, 378 p. : $b ill., digital ; $c 24 cm.
490 1 $a Forschungsgruppe konsum und verhalten
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-Universitat Klagenfurt, Austria.
650 0 $a Communication in pharmacy. $3 303283
650 0 $a Communication in medicine. $3 202851
650 1 4 $a Economics. $3 175999
650 2 4 $a Health Economics. $3 522380
650 2 4 $a Emerging Markets/Globalization. $3 557943
650 2 4 $a Marketing. $3 182957
710 2 $a SpringerLink (Online service) $3 273601
773 0 $t Springer eBooks
830 0 $a Forschungsgruppe konsum und verhalten. $3 741896
856 4 0 $u http://dx.doi.org/10.1007/978-3-658-13134-0
950 $a Economics and Finance (Springer-41170)