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

By (author) Isabell Koinig

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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 â€œempoweringâ€ 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.Â

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Helgoland: The Strange and Beautiful Story of Quantum Physics

Carlo Rovelli
Paperback / softback
208 pages
was: R 295.95
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Available from overseas. Usually dispatched in 3 to 6 weeks

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The Order of Time

Carlo Rovelli
Paperback / softback
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Originally published in Italian: L'ordine del tempo (Milan: Adelphi Edizioni, 2017).

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Paperback / softback
352 pages
was: R 295.95
now: R 265.95
Stock is usually dispatched in 6-12 days from date of order

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