“Give Me Happiness” or “Take Away My Pain”: Explaining consumer responses to prescription drug advertising

“Give Me Happiness” or “Take Away My Pain”: Explaining consumer responses to prescription drug advertising

We examine how consumers react to direct-to-consumer advertising (DTCA) by investigating the role of goal compatibility between motivation to process advertisements and consumer self-concept. Specifically, we examine the interaction between self-regulatory (prevention versus promotion) focus and sel...

Full description

Bibliographic Details
Main Authors: Nithima Sumpradit, Richard P. Bagozzi, Frank J. Ascione
Format: Article
Language:English
Published: Taylor & Francis Group 2015-12-01
Series:Cogent Business & Management
Subjects:
direct-to-consumer advertising
self-regulatory theory
promotion focus
prevention focus
independent self-construal
interdependent self-construal
Online Access:http://dx.doi.org/10.1080/23311975.2015.1024926

Internet

http://dx.doi.org/10.1080/23311975.2015.1024926

Similar Items