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Vers une meilleure compréhension des réactions du récepteur face aux annonces publicitaires « taboues» à caractère sexuel dans les sociétés musulmanes méditerranéennes

Author

Listed:
  • Ouidade Sabri-Zaaraoui

    (DMSP - Dauphine marketing, stratégie, prospective - Université Paris Dauphine-PSL - PSL - Université Paris sciences et lettres)

Abstract

Cet article a pour objectif de comprendre les réactions des récepteurs face à un stimulus publicitaire tabou à connotations sexuelles dans les sociétés musulmanes méditerranéennes. A cette fin, une étude exploratoire qualitative a été menée au Maroc. Les résultats de cette étude révèlent l'importance de l'influence sociale normative, des réactions affectives ambivalentes ou encore du respect des valeurs traditionnelles au cours du processus de persuasion publicitaire. Un modèle conceptuel est proposé et les résultats sont discutés.

Suggested Citation

  • Ouidade Sabri-Zaaraoui, 2006. "Vers une meilleure compréhension des réactions du récepteur face aux annonces publicitaires « taboues» à caractère sexuel dans les sociétés musulmanes méditerranéennes," Post-Print halshs-00171848, HAL.
    • Handle: RePEc:hal:journl:halshs-00171848
    as

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