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Cogent Business & Management Volume 2, 2015 - Issue 1
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Research Article

“Give Me Happiness” or “Take Away My Pain”: Explaining consumer responses to prescription drug advertising

Nithima SumpraditBureau of Drug Control, Thailand Food and Drug Administration, Nonthaburi, ThailandView further author information
,
Richard P. BagozziBehavioral Science in Management, Ross School of Business, University of Michigan, 701 Tappan St., Ann Arbor, MI48109-1234, USACorrespondence[email protected]
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&
Frank J. AscioneClinical and Social and Administrative Sciences, University of Michigan College of Pharmacy, Ann Arbor, MI48109, USAORCID Iconhttps://orcid.org/0000-0002-8087-3148View further author information
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Article: 1024926 | Received 18 Nov 2014, Accepted 26 Feb 2015, Published online: 27 Mar 2015

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