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Pharmaceutical advertising as a sour...

Koinig, Isabell.

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

紀錄類型:	書目-電子資源 : Monograph/item
正題名/作者:	Pharmaceutical advertising as a source of consumer self-empowermentby Isabell Koinig.
其他題名:	evidence from four countries /
作者:	Koinig, Isabell.
出版者:	Wiesbaden :Springer Fachmedien Wiesbaden :2016.
面頁冊數:	xvi, 378 p. :ill., digital ;24 cm.
Contained By:	Springer eBooks
標題:	Communication in pharmacy.
電子資源:	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 /
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