Consumer Persuasion Knowledge in Non-Conventional Marketplaces: the Case of Branded Prescription Drugs
We argue that consumers are beginning to recognize the physician prescribing situation as a potential persuasion attempt and that the onslaught of DTC advertising has brought about this change in meaning. We investigate the prescribing situation as a mixed-motive situation with high levels of ambiguity; persuasion within a non-persuasion environment.
Marjorie Delbaere and Mei-Ling Wei (2012) ,"Consumer Persuasion Knowledge in Non-Conventional Marketplaces: the Case of Branded Prescription Drugs", in NA - Advances in Consumer Research Volume 40, eds. Zeynep Gürhan-Canli, Cele Otnes, and Rui (Juliet) Zhu, Duluth, MN : Association for Consumer Research, Pages: 1131-1131.
Marjorie Delbaere, University of Saskatchewan, Canada
Mei-Ling Wei, Saint Mary's University, Canada
NA - Advances in Consumer Research Volume 40 | 2012
Brands as Mediators: A Research Agenda
Philipp K. Wegerer, University of Innsbruck, Austria
Out of Your League: Women’s Luxury Products as Signals to Men
Yajin Wang, University of Maryland, USA
Vladas Griskevicius, University of Minnesota, USA
Qihui Chen, Peking University
When Stigma Does Good: Accentuating Certain Aspects of Stigma Enhances Effectiveness of Mental Health Messages
Chethana Achar, University of Washington, USA
Nidhi Agrawal, University of Washington, USA