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.
