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. 

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.

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.- Advertisings Contribution to Consumer Self-Empowerment.