Do dissonant ad visuals cause consumers to discount prescription drug side effects?
David Hagenbuch
Year of publication: |
2019
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Authors: | Hagenbuch, David |
Published in: |
Health marketing quarterly. - Philadelphia, PA : Routledge, Taylor & Francis Group, ISSN 1545-0864, ZDB-ID 2068500-2. - Vol. 36.2019, 4, p. 337-353
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Subject: | DTC advertising | message congruence | prescription drugs | redundant and dissonant visuals | side effects | Arzneimittel | Pharmaceuticals | Konsumentenverhalten | Consumer behaviour | Werbewirkung | Advertising effects | Werbung | Advertising | Direktmarketing | Direct marketing | Pharmaindustrie | Pharmaceutical industry | Arzneimittelmarkt | Pharmaceutical market |
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