المقاربة التجريبية للفعالية الإعلانية : دراسة تطبيقية على سوقي السيارات و خدمات الهاتف النقال بولاية قسنطينة

الملخص EN

This study aims to understand and explain to what extend is the impact of pre-positioned attitude toward the country of origin on the emotional response, resulting from exposure to the ad, and the attitude toward the ad.

For this purpose, we have conducted a study reaching 360 respondents all across the wilaya of Constantine.

In order to achieve the objectives of the study and to test its hypotheses, we have relied on an experimental approach to analyze and confirm the proposed model.

The results have revealed the importance of Attitude toward the products’ country of origin, especially the French ones, and its contribution to the interpretation of emotional response resulting from the exposure to the advertisement.

The latter has affected the attitude toward the ad.