東華大學圖書館 |

語系: 繁體中文

說明(常見問題)

回圖書館首頁

手機版館藏查詢

登入

回首頁 到查詢結果 [ subject:"Health Economics." ]

切換: 標籤 | MARC模式 | ISBD

Pharmaceutical advertising as a sour...

Koinig, Isabell.

FindBook

Google Book

Amazon

博客來

Pharmaceutical advertising as a source of consumer self-empowerment = evidence from four countries /

紀錄類型:	書目-電子資源 : Monograph/item
正題名/作者:	Pharmaceutical advertising as a source of consumer self-empowerment/ by Isabell Koinig.
其他題名:	evidence from four countries /
作者:	Koinig, Isabell.
出版者:	Wiesbaden :Springer Fachmedien Wiesbaden : : 2016.,
面頁冊數:	xvi, 378 p. :ill., digital ;24 cm.
內容註:	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.
Contained By:	Springer eBooks
標題:	Communication in pharmacy. -
電子資源:	http://dx.doi.org/10.1007/978-3-658-13134-0
ISBN:	9783658131340

Pharmaceutical advertising as a source of consumer self-empowerment = evidence from four countries /
Koinig, Isabell.

Pharmaceutical advertising as a source of consumer self-empowermentevidence from four countries /[electronic resource] :by Isabell Koinig. - Wiesbaden :Springer Fachmedien Wiesbaden :2016. - xvi, 378 p. :ill., digital ;24 cm. - Forschungsgruppe konsum und verhalten. - Forschungsgruppe konsum und verhalten..

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.

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 Target Groups 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-Universitat Klagenfurt, Austria.

ISBN: 9783658131340

Standard No.: 10.1007/978-3-658-13134-0doiSubjects--Topical Terms:

916916
Communication in pharmacy.

LC Class. No.: RS56

Dewey Class. No.: 615.1

Pharmaceutical advertising as a source of consumer self-empowerment = evidence from four countries /
LDR:02762nmm m2200325 m 4500 001 2032588
003 DE-He213
005 20160913163815.0
006 m d
007 cr nn 008maaau
008 161011s2016 gw s 0 eng d
020 $a 9783658131340 $q (electronic bk.)
020 $a 9783658131333 $q (paper)
024 7 $a 10.1007/978-3-658-13134-0 $2 doi
035 $a 978-3-658-13134-0
040 $a GP $c GP
041 0 $a eng
050 4 $a RS56
072 7 $a KCQ $2 bicssc
072 7 $a BUS069000 $2 bisacsh
082 0 4 $a 615.1 $2 23
090 $a RS56 $b .K79 2016
100 1 $a Koinig, Isabell. $3 2186639
245 1 0 $a Pharmaceutical advertising as a source of consumer self-empowerment $h [electronic resource] : $b evidence from four countries / $c by Isabell Koinig.
260 $a Wiesbaden : $b Springer Fachmedien Wiesbaden : $b Imprint: Springer Gabler, $c 2016.
300 $a xvi, 378 p. : $b ill., digital ; $c 24 cm.
490 1 $a Forschungsgruppe konsum und verhalten
505 0 $a 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.
520 $a 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 Target Groups 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-Universitat Klagenfurt, Austria.
650 0 $a Communication in pharmacy. $3 916916
650 0 $a Communication in medicine. $3 604286
650 1 4 $a Economics. $3 517137
650 2 4 $a Health Economics. $3 820895
650 2 4 $a Emerging Markets/Globalization. $3 1565823
650 2 4 $a Marketing. $3 536353
710 2 $a SpringerLink (Online service) $3 836513
773 0 $t Springer eBooks
830 0 $a Forschungsgruppe konsum und verhalten. $3 2186640
856 4 0 $u http://dx.doi.org/10.1007/978-3-658-13134-0
950 $a Economics and Finance (Springer-41170)