Pharmaceutical Advertising as a Source of Consumer Self-Empowerment

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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 “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 AdvertisingTaking Matters Global: The (Im)Possibilities of Cross-Cultural AdvertisingConsumer Self-Empowerment: Increasing Consumer Control and ChoiceModelling Consumer Self-EmpowermentConsumer Responses to Different Advertising StylesAdvertising’s Contribution to Consumer Self-EmpowermentTarget Groups Researchers and students in the fields of marketing, media and communications sciencesPractitioners 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.