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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.
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.
Dr. Sandra Diehl at the Department of Media and Communications at the Alpen-Adria-Universität Klagenfurt,
Austria.
Publication in the field of economic science
Includes supplementary material: [...]
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.
| Erscheinungsjahr: | 2016 |
|---|---|
| Fachbereich: | Volkswirtschaft |
| Genre: | Recht, Sozialwissenschaften, Wirtschaft |
| Rubrik: | Recht & Wirtschaft |
| Medium: | Taschenbuch |
| Reihe: | Forschungsgruppe Konsum und Verhalten |
| Inhalt: |
xvi
378 S. 41 s/w Illustr. 378 p. 41 illus. |
| ISBN-13: | 9783658131333 |
| ISBN-10: | 3658131330 |
| Sprache: | Englisch |
| Herstellernummer: | 978-3-658-13133-3 |
| Einband: | Kartoniert / Broschiert |
| Autor: | Koinig, Isabell |
| Auflage: | 1st edition 2016 |
| Hersteller: |
Springer Vieweg
Springer Fachmedien Wiesbaden GmbH Forschungsgruppe Konsum und Verhalten |
| Verantwortliche Person für die EU: | Springer Gabler in Springer Science + Business Media, Tiergartenstr. 15-17, D-69121 Heidelberg, juergen.hartmann@springer.com |
| Maße: | 210 x 148 x 22 mm |
| Von/Mit: | Isabell Koinig |
| Erscheinungsdatum: | 18.03.2016 |
| Gewicht: | 0,511 kg |
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