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Creation and Validation of an Advertising Scale Based on Individual Perception of the Informational or Emotional Intent of the Ad

Author

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  • Philippe Jourdan

    (IUT-UPEC - IUT Creteil-Vitry - UPEC UP12 - Université Paris-Est Créteil Val-de-Marne - Paris 12)

Abstract

Cet article a pour objet de proposer une nouvelle chelle de classification des annonces publicitaires, selon la caractéristique d´information ou d´émotion. A l´issue de la revue de la littérature, le choix se porte sur la création d´une échelle de mesure des réactions cognitives ou affectives induites. Le processus de construction et de validation suit rigoureusement le paradigme de Churchill, pour aboutir ´ une échelle comportant deux dimensions distinctes et 9 items au total. Une classification de 10 annonces publicitaires différentes, ´ l´aide de cette échelle, permet d´illustrer sa valeur de diagnostic.

Suggested Citation

  • Philippe Jourdan, 2008. "Creation and Validation of an Advertising Scale Based on Individual Perception of the Informational or Emotional Intent of the Ad," Post-Print hal-01134906, HAL.
    • Handle: RePEc:hal:journl:hal-01134906
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