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Pharmaceutical Advertising as a Source of Consumer Self-Empowerment: Evidence from Four Countries - Forschungsgruppe Konsum und Verhalten Isabell Koinig 1st ed. 2016 edition
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Pharmaceutical Advertising as a Source of Consumer Self-Empowerment: Evidence from Four Countries - Forschungsgruppe Konsum und Verhalten
Isabell Koinig
Isabell Koinig examines how a standardized promotional message for afictitious over-the-counter (OTC) medication is perceived by consumers in fourdifferent countries (Austria, Germany, the U. S., and Brazil), and the degree towhich it contributes to their self-empowerment.
394 pages, 41 black & white illustrations, biography
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