Le scepticisme du consommateur face à la publicité: Un impact négatif sur la persuasion qui peut être modéré par la garantie « satisfait ou remboursé »

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: Although largely widespread, the consumer's skepticism toward advertising remains a phenomenon not deeply explored in marketing. First, this article proposes to clarify that concept and then, its consequences on the process of persuasion. Far from being satisfied to describe the harmful effects of the skepticism, this article's aim is also to offer the advertisers a way to face it. From this point of view, we will test the efficiency of one of the tools at the advertisers' disposal to increase the credibility of their message: the guarantee "Satisfied or Refunded".

Keywords: Skepticism; Advertising; Credibility; Guarantee “Satisfied or Refunded”.; Scepticisme publicité crédibilité garantie « Satisfait ou Remboursé » Skepticism Advertising Credibility Guarantee "Satisfied or Refunded". Annexe 4 : Annonces expérimentales; Scepticisme; publicité; crédibilité; garantie « Satisfait ou Remboursé » Skepticism; Advertising; Credibility; Guarantee "Satisfied or Refunded". Annexe 4 : Annonces expérimentales (search for similar items in EconPapers)
Date: 2009
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Published in 8th International Congress Marketing Trends, 2009, Paris, France

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