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Le scepticisme du consommateur face à la publicité : Un impact négatif sur la persuasion qui peut être modéré par la garantie « satisfait ou remboursé »

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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

Although largely widespread, the consumer's skepticism toward advertising remains a phenomenon not deeply explored in marketing. First, this article proposes to clarify that concept and then, its consequences on the process of persuasion. Far from being satisfied to describe the harmful effects of the skepticism, this article's aim is also to offer the advertisers a way to face it. From this point of view, we will test the efficiency of one of the tools at the advertisers' disposal to increase the credibility of their message: the guarantee "Satisfied or Refunded".

Suggested Citation

  • Julie Boyer Dumont, 2009. "Le scepticisme du consommateur face à la publicité : Un impact négatif sur la persuasion qui peut être modéré par la garantie « satisfait ou remboursé »," Post-Print hal-04765247, HAL.
    • Handle: RePEc:hal:journl:hal-04765247
    Note: View the original document on HAL open archive server: https://hal.science/hal-04765247v1
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    References listed on IDEAS

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    1. 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.
    2. Geoffrey Heal, 1977. "Guarantees and Risk-Sharing," The Review of Economic Studies, Review of Economic Studies Ltd, vol. 44(3), pages 549-560.
    3. Stéphane Ganassali & Jean Moscarola, 2004. "Protocoles d'enquête et efficacité des sondages par Internet," Post-Print halshs-02919452, HAL.
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