Can Advertising Empower Consumers? The Influence of OTC Drug Advertising On Consumer Self-Medication Behaviour

• In Event: ICA Interactive Paper/Poster Session II
  In Interactive Poster Session: Health Communication Interactive Poster Session

Abstract

Pharmaceutical marketing’s contribution to consumer empowerment, defined as strengthening consumers’ confidence and capabilities, thereby enabling them to become active agents in the health-care marketplace, is a neglected area of inquiry. This investigation seeks to contribute to the advancement of international advertising theory by analyzing the applicability of the Advertising-Empowerment model in various markets, and by measuring consumer responses to different ad appeal types promoting a non-prescription drug in the four countries (Austria, Germany, Brazil and the U.S.). Following the model, empowerment from advertising can take three forms: Message empowerment, Self-medication empowerment and Health empowerment. Overall, the mixed appeal ad yielded the highest scores for all four ad-related variables (credibility, comprehensibility, ad and product evaluation) as well as all three empowerment levels, suggesting that instead of solely providing consumers with information regarding a product’s benefits and use, consumers should also be emotionally involved. In conclusion, limitations and directions for future research are addressed.

Authors

• Isabell Koinig, Alpen-Adria-Universität Klagenfurt

• Sandra Diehl, Universitaet Klagenfurt

• Barbara Mueller, San Diego State University