Pharmaceutical Advertising as a Source of Consumer Self Empowerment is popular PDF and ePub book, written by Isabell Koinig in 2016-03-09, it is a fantastic choice for those who relish reading online the Business & Economics genre. Let's immerse ourselves in this engaging Business & Economics book by exploring the summary and details provided below. Remember, Pharmaceutical Advertising as a Source of Consumer Self Empowerment can be Read Online from any device for your convenience.
Pharmaceutical Advertising as a Source of Consumer Self Empowerment Book PDF Summary
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.
Detail Book of Pharmaceutical Advertising as a Source of Consumer Self Empowerment PDF
- Author : Isabell Koinig
- Release : 09 March 2016
- Publisher : Springer
- ISBN : 9783658131340
- Genre : Business & Economics
- Total Page : 378 pages
- Language : English
- PDF File Size : 11,9 Mb
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