EAN: 9783658131333

Bilder-Quelle: discount24.de - Sport-Freizeit

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. Building on previous research informative appeals were expected to not only be most appealing but also toaid consumers in making qualified and reasonable decisions educating andempowering them by strengthening their beliefs in their own capabilities. A fieldstudy on three continents revealed mixed promotional messages to be mosteffective with regard to both ad evaluation and consumer self-empowerment.

Produktinformationen zuletzt aktualisiert am
18.03.2025 um 01:19 Uhr

Produktzustand:

Verfügbarkeit:

Versandkosten:

Sonderpreis: