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Consumer’s Skepticism toward Advertising: the origin of the evil
[Le scepticisme du consommateur face à la publicité : les origines du mal]

Author

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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

The consumer's level of experience and knowledge about the market is often pointed out as the main explanatory factor of the skepticism toward advertising. Although the literature brings to light the direct and positive impact of age, educational level and persuasion knowledge in the formation of skepticism, the test realized in that research comes to contradict such relations. It appears that skepticism is not directly linked with the age of the individual or his educational level, but only with his knowledge of the advertising tactics.

Suggested Citation

  • Julie Boyer Dumont, 2010. "Consumer’s Skepticism toward Advertising: the origin of the evil [Le scepticisme du consommateur face à la publicité : les origines du mal]," Post-Print hal-04765223, HAL.
    • Handle: RePEc:hal:journl:hal-04765223
    Note: View the original document on HAL open archive server: https://hal.science/hal-04765223v1
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    References listed on IDEAS

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    1. 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.
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    3. Bearden, William O & Hardesty, David M & Rose, Randall L, 2001. "Consumer Self-Confidence: Refinements in Conceptualization and Measurement," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 28(1), pages 121-134, June.
    4. Folkes, Valerie S, 1988. "Recent Attribution Research in Consumer Behavior: A Review and New Directions," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 14(4), pages 548-565, March.
    5. Shimp, Terence A & Bearden, William O, 1982. "Warranty and Other Extrinsic Cue Effects on Consumers' Risk Perceptions," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 9(1), pages 38-46, June.
    Full references (including those not matched with items on IDEAS)

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