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

Author

Listed:
  • 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)

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.

Suggested Citation

  • Patrice Cottet & Jean-Marc Ferrandi & Marie-Christine Lichtlé, 2012. "Les consommateurs résistants à la publicité : leurs principales actions et motivations," Post-Print hal-01900287, HAL.
    • Handle: RePEc:hal:journl:hal-01900287
    DOI: 10.7193/DM.068.25.36
    as

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    Citations

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    Cited by:

    1. André Le Roux & Marinette Thebault & Thomas Stenger, 2015. "La résistance du point de vue du consommateur : Une analyse descriptive de la catégorisation des pratiques de résistance aux marques, produits et discours marketing," Post-Print halshs-02530495, HAL.
    2. André Le Roux & Thomas Stenger & Marinette Thebault, 2015. "Les digital natives sont-ils des consommateurs plus « résistants » ?," Post-Print halshs-02533935, HAL.

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