Les consommateurs résistants à la publicité: leurs principales actions et motivations

Patrice Cottet (), Jean-Marc Ferrandi () and Marie-Christine Lichtlé ()
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Patrice Cottet: URCA - Université de Reims Champagne-Ardenne
Jean-Marc Ferrandi: LEG - Laboratoire d'Economie et de Gestion - UB - Université de Bourgogne - CNRS - Centre National de la Recherche Scientifique
Marie-Christine Lichtlé: MRM - Montpellier Research in Management - UM1 - Université Montpellier 1 - UPVM - Université Paul-Valéry - Montpellier 3 - UM2 - Université Montpellier 2 - Sciences et Techniques - UPVD - Université de Perpignan Via Domitia - Groupe Sup de Co Montpellier (GSCM) - Montpellier Business School

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Abstract: This paper has several aims: firstly to identify the representative actions of resistance toward advertising and their underlying motivations; secondly to check if this resistance results in particular behaviors. In order to reach these objectives, cluster and factorial analyses were conducted. They highlight the diversity of resistant profiles according to their resistant level and their motives: the most resistant consumers prefer ads which detail products characteristics; non-resistants prefer less realistic ads. By linking these profiles to the buying criteria and the information's sources used by resistant consumers managerial implications are proposed to face their behaviours. For example, the choice of communication modes perceived as less discordant could be a solution.

Keywords: Resistance to adverstising; Resistance to marketing; Cluster Analysis; Typologie; Résistance au marketing; Résistance à la publicite; Motivations (search for similar items in EconPapers)
Date: 2012-12
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Citations: View citations in EconPapers (2)

Published in Décisions Marketing, 2012, 68, pp.25 - 36. ⟨10.7193/DM.068.25.36⟩

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Persistent link: https://EconPapers.repec.org/RePEc:hal:journl:hal-01900287

DOI: 10.7193/DM.068.25.36

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