6533b835fe1ef96bd129e720

RESEARCH PRODUCT

L'INFLUENCE DE L'INTRUSION PERÇUE SUR LES COMPORTEMENTS DE RÉSISTANCE AUX FORMATS DE PUBLICITÉ SUR INTERNET

Laure Perraud

subject

consumer resistance[SHS.STAT]Humanities and Social Sciences/Methods and statistics[SHS.PSY]Humanities and Social Sciences/Psychologyintrusion publicitaire[SHS.PSY] Humanities and Social Sciences/Psychology[ SHS.PSY ] Humanities and Social Sciences/Psychologyintrusion perceivedrésistance du consommateur[SHS.STAT] Humanities and Social Sciences/Methods and statistics[SHS.GESTION]Humanities and Social Sciences/Business administrationinternet[ SHS.GESTION ] Humanities and Social Sciences/Business administration[SHS.GESTION] Humanities and Social Sciences/Business administration[ SHS.STAT ] Humanities and Social Sciences/Methods and statisticsadvertisingpublicité

description

Drawing from the theoretical framework defined by Roux (2007), this research examines the relationship between perceived advertising intrusion (Anzieu, 1994) and manifestations of consumer resistance (Hirschman, 1970). The results show that the intrusion does not significantly affect the expression or intention to return to the website. However, it influences positively defection and negatively purchase intention of the product promoted in the ad.

yearjournalcountryeditionlanguage
2012-11-29
https://hal.archives-ouvertes.fr/hal-01468972