Persuasive Advertising : Consumers' views of and responses to the advertising of health-related products

Bachelor thesis English OPEN
Edin, Malin;
  • Publisher: Internationella Handelshögskolan, Högskolan i Jönköping, IHH, Företagsekonomi
  • Subject: Persuasion strategies | Message processing and Judgment formation | Consumer involvement | Attitude-behavior consistency | Resistance strategies

The problem that this thesis deals with is that the intense competition and increasing consumer power in the health industry calls for the operating companies to take consumers’ considerations into account when advertising their products. It is further suggested that co... View more
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