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Beschreibung
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.
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.
Über 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.

Zusammenfassung

Publication in the field of economic science

Includes supplementary material: [...]

Inhaltsverzeichnis

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.

Details
Erscheinungsjahr: 2016
Fachbereich: Volkswirtschaft
Genre: Recht, Sozialwissenschaften, Wirtschaft
Rubrik: Recht & Wirtschaft
Medium: Taschenbuch
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 Fachmedien Wiesbaden
Springer Fachmedien Wiesbaden GmbH
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
Artikel-ID: 103988474

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