Pharmaceutical Advertising as a Source of Consumer Self-Empowerment Evidence from Four Countries /

• Main Author: Koinig, Isabell (Author)
• Corporate Author: SpringerLink (Online service)
• Format: Electronic eBook
• Language: English
• Published: Wiesbaden : Springer Fachmedien Wiesbaden : Imprint: Springer Gabler, 2016.
• Edition: 1st ed. 2016.
• Series: Forschungsgruppe Konsum und Verhalten
• Subjects: Marketing.; Globalization.; Markets.; Health economics.; Medical economics.; Economics.; Health Economics.; Emerging Markets/Globalization.

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 res...

Table of 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.