Pharmaceutical Advertising as a Source of Consumer Self-Empowerment: Evidence from Four Countries (Forschungsgruppe Konsum und Verhalten) - Softcover

Über die Autorin bzw. den Autor

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.

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Isabell Koinig examines how a standardized promotional message for afictitious over-the-counter (OTC) medication is perceived by consumers in fourdifferent countries (Austria, Germany, the U.S., and Brazil), and the degree towhich it contributes to their self-empowerment. Building on previous research,informative appeals were expected to not only be most appealing, but also toaid consumers in making qualified and reasonable decisions, educating and“empowering” them by strengthening their beliefs in their own capabilities. A fieldstudy on three continents revealed mixed promotional messages to be mosteffective 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
  

• Researchers and students in the fields of marketing, media andcommunications sciences
  
• Practitioners in these areas

TheAuthor

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.