Search results for "Perceived advertising intrusion"

Antécédents et conséquences de l'intrusion publicitaire perçue sur internet : le cas des formes publicitaires

2013

This research explores the relations between the format of advertising and perceived intrusion and tries to understand the consequences on attitudinal responses and on behaviour intentions of the Internet user, in particular in terms of resistance. The advertising intrusion is envisaged as a negative perception which could be activated by formats. The first part of this work is to understand the impact of perceived advertising intrusion, the second part is to operationalize the concept and test the research model.The study of the consequences of the use of ad formats allows reporting their influence on the advertising intrusion but also on the attitude towards the format and towards the ad.…