IDEAS home Printed from https://ideas.repec.org/p/hal/journl/hal-01468992.html
   My bibliography  Save this paper

The influence of the size of e-advertising and the intrusion perceived on attitudes toward the format, the ad, brand and website to the media
[L'influence du format d'e-publicité et de l'intrusion perçue sur les attitudes envers le format, l'annonce, la marque et envers le site internet support]

Author

Listed:
  • Laure Perraud Perraud

    (IRG - Institut de Recherche en Gestion - UPEM - Université Paris-Est Marne-la-Vallée - UPEC UP12 - Université Paris-Est Créteil Val-de-Marne - Paris 12)

Abstract

This research builds on Anzieu's works (1994) to define intrusiveness concept and the persuasion theory to predict that an ad format and, besides, the perceived intrusion can have an impact on attitudinal responses. The results show that the use of some format of advertising leads intrusion perception. Furthermore, the perceived intrusion influence negatively attitude toward format, ad and brand. This perception is a mediator partial in the relation between the format and attitude toward format and a mediator total between the format and the attitude toward ad.

Suggested Citation

  • Laure Perraud Perraud, 2012. "The influence of the size of e-advertising and the intrusion perceived on attitudes toward the format, the ad, brand and website to the media [L'influence du format d'e-publicité et de l'intrusion ," Post-Print hal-01468992, HAL.
    • Handle: RePEc:hal:journl:hal-01468992
    Note: View the original document on HAL open archive server: https://hal.science/hal-01468992
    as

    Download full text from publisher

    File URL: https://hal.science/hal-01468992/document
    Download Restriction: no
    ---><---

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:hal:journl:hal-01468992. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    We have no bibliographic references for this item. You can help adding them by using this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: CCSD (email available below). General contact details of provider: https://hal.archives-ouvertes.fr/ .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.