Consumer’s Skepticism toward Advertising: the origin of the evil

Le scepticisme du consommateur face à la publicité: les origines du mal

Julie Boyer Dumont ()
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Julie Boyer Dumont: COACTIS - COnception de l'ACTIon en Situation - UL2 - Université Lumière - Lyon 2 - UJM - Université Jean Monnet - Saint-Étienne

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Abstract: The consumer's level of experience and knowledge about the market is often pointed out as the main explanatory factor of the skepticism toward advertising. Although the literature brings to light the direct and positive impact of age, educational level and persuasion knowledge in the formation of skepticism, the test realized in that research comes to contradict such relations. It appears that skepticism is not directly linked with the age of the individual or his educational level, but only with his knowledge of the advertising tactics.

Keywords: knowledge of the advertising tactics; skepticism toward advertising; age and educational level; connaissances des tactiques publicitaires scepticisme face à la publicité âge et niveau d'éducation Consumer knowledge of the advertising tactics skepticism toward advertising age and educational level; connaissances des tactiques publicitaires; scepticisme face à la publicité; âge et niveau d'éducation Consumer knowledge of the advertising tactics; skepticism toward advertising; age and educational level (search for similar items in EconPapers)
Date: 2010
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Published in 9TH International Conference Marketing Trends, 2010, Paris, France

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