L'influence de l'intrusion perçue sur les comportements de résistance aux formats de publicité sur internet

Laure Perraud ()
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Laure Perraud: LEG - Laboratoire d'Economie et de Gestion - UB - Université de Bourgogne - CNRS - Centre National de la Recherche Scientifique

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Abstract: 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.

Keywords: intrusion perceived; consumer resistance; advertising; internet; intrusion publicitaire; résistance du consommateur; publicité (search for similar items in EconPapers)
Date: 2012-11-29
Note: View the original document on HAL open archive server: https://hal.science/hal-01468972v1
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Published in Journée de recherche sur la « Consommation Digitale », Nov 2012, Paris, France

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