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CONSUMER SKEPTICISM TOWARD ADVERTISING: Conceptual definition and proposition of measure
[LE SCEPTICISME DU CONSOMMATEUR FACE A LA PUBLICITE : Définition conceptuelle et proposition de mesure]

Author

Listed:
  • Julie Boyer Dumont

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

  • Pierre Valette-Florence
  • Noel Albert

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.

Suggested Citation

  • Julie Boyer Dumont & Pierre Valette-Florence & Noel Albert, 2006. "CONSUMER SKEPTICISM TOWARD ADVERTISING: Conceptual definition and proposition of measure [LE SCEPTICISME DU CONSOMMATEUR FACE A LA PUBLICITE : Définition conceptuelle et proposition de mesure]," Post-Print hal-04765284, HAL.
    • Handle: RePEc:hal:journl:hal-04765284
    Note: View the original document on HAL open archive server: https://hal.science/hal-04765284v1
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    References listed on IDEAS

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    1. Jean Frisou, 2000. "Confiance interpersonnelle et engagement : Une réorientation béhavioriste," Post-Print hal-02018561, HAL.
    2. 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.
    3. Boush, David M & Friestad, Marian & Rose, Gregory M, 1994. "Adolescent Skepticism toward TV Advertising and Knowledge of Advertiser Tactics," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 21(1), pages 165-175, June.
    4. Bagozzi, Richard P & Yi, Youjae, 1991. "Multitrait-Multimethod Matrices in Consumer Research," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 17(4), pages 426-439, March.
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