Forschungsgruppe Konsum und Verhalten: Evidence from Four Countries

Koinig, Isabell

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. 

Details

Published by: Springer Gabler

Publication Date: 2016-03-18

Format: Paperback

ISBN-13: 9783658131333

DOI: 10.1007/978-3-658-13134-0

Dimensions: 210cm x148cm

Pages: 378