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
PublisherGabler
Pages297-312
Number of pages16
Volume1
Edition1st
ISBN (Electronic)9783834960061
ISBN (Print)9780834921116
DOIs
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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