Pharmaceutical Advertising as a Source of Consumer Self-Empowerment

Evidence from Four Countries

  • Isabell Koinig

Part of the Forschungsgruppe Konsum und Verhalten book series (FGKV)

Table of contents

  1. Front Matter
    Pages I-XVI
  2. Isabell Koinig
    Pages 1-8
  3. Isabell Koinig
    Pages 9-17
  4. Isabell Koinig
    Pages 66-134
  5. Isabell Koinig
    Pages 135-230
  6. Back Matter
    Pages 253-378

About this book


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.


  • 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-Universität Klagenfurt, Austria.


Health Communication Cross-Cultural Advertising Consumer Control Consumer Choice Consumer Response

Authors and affiliations

  • Isabell Koinig
    • 1
  1. 1.Institut für Medien- und KommunikationswAlpen-Adria-Universität KlagenfurtKlagenfurtAustria

Bibliographic information

  • DOI
  • Copyright Information Springer Fachmedien Wiesbaden 2016
  • Publisher Name Springer Gabler, Wiesbaden
  • eBook Packages Economics and Finance
  • Print ISBN 978-3-658-13133-3
  • Online ISBN 978-3-658-13134-0
  • Buy this book on publisher's site
Industry Sectors
Finance, Business & Banking