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OverviewIsabell 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. Full Product DetailsAuthor: Isabell KoinigPublisher: Springer-Verlag Berlin and Heidelberg GmbH & Co. KG Imprint: Springer Gabler Edition: 1st ed. 2016 Dimensions: Width: 14.80cm , Height: 2.20cm , Length: 21.00cm Weight: 5.095kg ISBN: 9783658131333ISBN 10: 3658131330 Pages: 378 Publication Date: 18 March 2016 Audience: Professional and scholarly , Professional & Vocational Format: Paperback Publisher's Status: Active Availability: Manufactured on demand  We will order this item for you from a manufactured on demand supplier. Table of ContentsEffects 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.ReviewsAuthor InformationDr. 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. Tab Content 6Author Website:Countries AvailableAll regions |
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