A cross-cultural and gender-specific examination of consumer skepticism toward advertising in general vs. pharmaceutical advertising – Empirical evidence from the U.S., Germany and China (Hong Kong)

Sandra Diehl*, Ralf Terlutter, Kara Chan, Barbara Mueller

*Corresponding author for this work

Research output: Chapter in book/report/conference proceedingChapterpeer-review

Original languageEnglish
Title of host publicationAdvances in advertising research
Subtitle of host publicationCutting edge international research
EditorsRalf Terlutter, Sandra Diehl, Shintaro Okazaki
Place of PublicationHeidelberg
Number of pages16
ISBN (Electronic)9783834960061
ISBN (Print)9780834921116
Publication statusPublished - 2010

Scopus Subject Areas

  • Marketing
  • Communication

User-Defined Keywords

  • Pharmaceutical advertising
  • cross cultural consumer studies
  • advertising attitutes
  • survey
  • gender difference

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