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dc.contributor.authorWoodside, Arch
dc.contributor.authorPersing, A.
dc.contributor.authorWard, B.
dc.contributor.authorDecotiis, A.
dc.date.accessioned2018-05-18T07:58:11Z
dc.date.available2018-05-18T07:58:11Z
dc.date.created2018-05-18T00:23:21Z
dc.date.issued2018
dc.identifier.citationWoodside, A. and Persing, A. and Ward, B. and Decotiis, A. 2018. Advertising archetypes' impact on physician engagement and behavior in the context of healthcare products. Psychology and Marketing. 35 (7): pp. 533-541.
dc.identifier.urihttp://hdl.handle.net/20.500.11937/67351
dc.identifier.doi10.1002/mar.21104
dc.description.abstract

The pharmaceutical industry spends billions annually on marketing to physicians (over $4.3 billion in 2014). The industry as a whole has a lot of experience in determining what to say to physicians, but it is less confident when it comes to how to say it-sometimes leading to advertising that does not engage, thereby costing sales. In an effort to define a set of rule-based guidelines for effective pharma branding, the study adapts the primary Jungian archetypes to develop the first collection of archetypal tones of voice for healthcare products. The study here demonstrates, via a series of fuzzy-set qualitative comparative analyses that well executed ads following an archetype consistently connect with physician audiences, while nonarchetypal healthcare ads demonstrate an inconsistent performance. Such an analysis would traditionally take the form of null hypothesis significance testing (NHST), but NHST provides substantially less insights than algorithm modeling and the use of fuzzy-set qualitative comparative analysis as this study describes.

dc.publisherJohn Wiley & Sons
dc.titleAdvertising archetypes' impact on physician engagement and behavior in the context of healthcare products
dc.typeJournal Article
dcterms.source.issn0742-6046
dcterms.source.titlePsychology and Marketing
curtin.departmentSchool of Marketing
curtin.accessStatusFulltext not available


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