{"product_id":"9783658131333","title":"Forschungsgruppe Konsum und Verhalten: Evidence from Four Countries","description":"\u003ch1\u003eForschungsgruppe Konsum und Verhalten: Evidence from Four Countries\u003c\/h1\u003e \u003ch2\u003eKoinig, Isabell\u003c\/h2\u003e \u003cp\u003e\u003c\/p\u003e\u003cp\u003eIsabell Koinig examines how a standardized promotional message for a\nfictitious over-the-counter (OTC) medication is perceived by consumers in four\ndifferent countries (Austria, Germany, the U.S., and Brazil), and the degree to\nwhich it contributes to their self-empowerment. Building on previous research,\ninformative appeals were expected to not only be most appealing, but also to\naid consumers in making qualified and reasonable decisions, educating and\n“empowering” them by strengthening their beliefs in their own capabilities. A field\nstudy on three continents revealed mixed promotional messages to be most\neffective with regard to both ad evaluation and consumer self-empowerment. \u003c\/p\u003e \u003ch3\u003eDetails\u003c\/h3\u003e \u003cp\u003ePublished by: Springer Gabler\u003c\/p\u003e \u003cp\u003ePublication Date: 2016-03-18\u003c\/p\u003e \u003cp\u003eFormat: Paperback\u003c\/p\u003e \u003cp\u003eISBN-13: 9783658131333\u003c\/p\u003e \u003cp\u003eDOI: 10.1007\/978-3-658-13134-0\u003c\/p\u003e \u003cp\u003eDimensions: 210cm x148cm\u003c\/p\u003e \u003cp\u003ePages: 378\u003c\/p\u003e ","brand":"Springer Fachmedien Wiesbaden","offers":[{"title":"Default Title","offer_id":45383223836812,"sku":"9783658131333","price":49.49,"currency_code":"USD","in_stock":true}],"thumbnail_url":"\/\/cdn.shopify.com\/s\/files\/1\/0710\/9545\/1788\/files\/9783658131333.jpg?v=1776524669","url":"https:\/\/lateknightbooks.com\/products\/9783658131333","provider":"Late Knight Books and Services, LLC","version":"1.0","type":"link"}