Pharmaceutical advertising as a source of consumer self-empowerment evidence from four countries /
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 res...
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Main Author: | Koinig, Isabell, |
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Other Authors: | Forschungsgruppe Konsum und Verhalten (Germany) |
Format: | eBook |
Language: | English |
Published: |
Wiesbaden :
Springer Science and Business Media,
2016.
|
Physical Description: |
1 online resource. |
Subjects: |
In Prospector
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