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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References listed on IDEAS
- 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.
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Keywords
Skepticism; Advertising; Credibility; Guarantee “Satisfied or Refunded”.; Scepticisme publicité crédibilité garantie « Satisfait ou Remboursé » Skepticism Advertising Credibility Guarantee Satisfied or Refunded. Annexe 4 : Annonces expérimentales; Scepticisme; publicité; crédibilité; garantie « Satisfait ou Remboursé » Skepticism; Advertising; Credibility; Guarantee Satisfied or Refunded. Annexe 4 : Annonces expérimentales;All these keywords.
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