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Incentive Or Prevention? The Impact Of Warning Messages On Consumer Behavior
[Incitation Ou Prevention? L'Impact Des Messages D'Avertissement Sur Le Comportement Du Consommateur]

Author

Listed:
  • Aline Degorre

    (TSM - Toulouse School of Management Research - UT Capitole - Université Toulouse Capitole - UT - Université de Toulouse - CNRS - Centre National de la Recherche Scientifique - TSM - Toulouse School of Management - UT Capitole - Université Toulouse Capitole - UT - Université de Toulouse)

  • Dragana Medic

Abstract

Product placement is more and more used in music video clips. In France, those broadcasted on television are regulated by the CSA . A warning message indicating the presence of product placement is mandatory. The objective of this study is to highlight the reaction of the consumer to this preventive message? in terms of purchase intention. After a study of 169 respondents, the results show that the presence of warning messages has a negative effect on the intention to purchase.

Suggested Citation

  • Aline Degorre & Dragana Medic, 2017. "Incentive Or Prevention? The Impact Of Warning Messages On Consumer Behavior [Incitation Ou Prevention? L'Impact Des Messages D'Avertissement Sur Le Comportement Du Consommateur]," Post-Print hal-02885072, HAL.
    • Handle: RePEc:hal:journl:hal-02885072
    Note: View the original document on HAL open archive server: https://hal.science/hal-02885072
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