The influence of the size of e-advertising and the intrusion perceived on attitudes toward the format, the ad, brand and website to the media

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

Laure Perraud ()
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Laure Perraud: IRG - Institut de Recherche en Gestion - UPEM - Université Paris-Est Marne-la-Vallée - UPEC UP12 - Université Paris-Est Créteil Val-de-Marne - Paris 12

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Abstract: 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.

Keywords: e-advertising format; intrusion perceived; internet; advertising; attitude; model of persuasion; modèles de persuasion; attitude; publicité; intrusion perçue; format d'e-publicité (search for similar items in EconPapers)
Date: 2012-09-07
Note: View the original document on HAL open archive server: https://hal.science/hal-01468992v1
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Published in 11 ème journée de recherche sur le marketing digital, Jean-François Lemoine, Sep 2012, Paris, France

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Persistent link: https://EconPapers.repec.org/RePEc:hal:journl:hal-01468992

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