Pharmaceutical Advertising as a Source of Consumer Self-Empowerment / Forschungsgruppe Konsum und Verhalten (PDF)

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.

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
  

• Researchers and students in the fields of marketing, media and
  communications sciences
  
• Practitioners in these areas

The
Author

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.