Pharmaceutical Advertising as a Source of Consumer Self-Empowerment
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 maki...
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 maki...
