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Les effets du scepticisme du consommateur face à la publicité sur le processus de persuasion

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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)

Abstract

Alors que les managers cherchent à capitaliser au mieux l'importance de leurs marques, les consommateurs se montrent de plus en plus méfiants face aux discours et offres des entreprises. Ce numéro présente des méthodes, outils et concepts, en marketing, permettant une meilleure compréhension du nouveau consommateur ainsi qu'une gestion innovante des marques. Sont abordés le scepticisme du consommateur, la personnalité de la marque, la gestion de ses extensions, son importance du point de vue du consommateur...

Suggested Citation

  • Julie Boyer Dumont, 2010. "Les effets du scepticisme du consommateur face à la publicité sur le processus de persuasion," Post-Print hal-04765193, HAL.
    • Handle: RePEc:hal:journl:hal-04765193
    Note: View the original document on HAL open archive server: https://hal.science/hal-04765193v1
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    References listed on IDEAS

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    1. Ford, Gary T & Smith, Darlene B & Swasy, John L, 1990. "Consumer Skepticism of Advertising Claims: Testing Hypotheses from Economics of Information," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 16(4), pages 433-441, March.
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