CONSUMER SKEPTICISM TOWARD ADVERTISING: Conceptual definition and proposition of measure

LE SCEPTICISME DU CONSOMMATEUR FACE A LA PUBLICITE: Définition conceptuelle et proposition de mesure

Julie Boyer Dumont (), Pierre Valette-Florence () and Noel Albert
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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: This article aims, initially, at clarifying the concept of Consumer Skepticism Toward Advertising, often confused with cynicism. In order to look further into this step, we used philosophical origins of the concept, and an exploratory qualitative research. Then, in the second time, a measurement scale of the concept is proposed.

Keywords: skepticism; advertising; cynicism; measurement scale; scepticisme publicité cynisme échelle de mesure CONSUMER SKEPTICISM TOWARD skepticism advertising cynicism measurement scale; scepticisme; publicité; cynisme; échelle de mesure CONSUMER SKEPTICISM TOWARD skepticism; advertising; cynicism; measurement scale (search for similar items in EconPapers)
Date: 2006
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Published in Congrès international de l’Association Française du Marketing, Association Française du Marketing, 2006, NANTES, France

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