6533b858fe1ef96bd12b69f0

RESEARCH PRODUCT

L'influence du format d'e-publicité et de l'intrusion perçue sur les attitudes envers le format, l'annonce, la marque et envers le site internet support

subject

description

This research builds on Anzieu's works (1994) to define intrusiveness concept and the persuasion theory to predict that an ad format and, besides, the perceived intrusion can have an impact on attitudinal responses. The results show that the use of some format of advertising leads intrusion perception. Furthermore, the perceived intrusion influence negatively attitude toward format, ad and brand. This perception is a mediator partial in the relation between the format and attitude toward format and a mediator total between the format and the attitude toward ad.