Consumer resistance to television advertising in the event of perceived congestion
Joint Authors
Ibn Habib, Abd al-Razzaq
Thabit Aul, Khadijah Imene
Source
Issue
Vol. 17, Issue 3 (30 Jun. 2021), pp.1-17, 17 p.
Publisher
Publication Date
2021-06-30
Country of Publication
Algeria
No. of Pages
17
Main Subjects
Topics
Abstract EN
The objective of this research is to determine the nature of the relationship between three variables: the level of perceived advertising congestion, negative attitude towards TV advertising, and manifestations of resistance to TV advertising.
The study was carried out in Algeria (city of Tlemcen) over a sample of 406 individuals aged between 15 and 69 years, including 202 women and 204 men, 275 academics and 131 non-academics.
We opted for structural equation modeling (PLS) in our analysis.
The results obtained showed that the level of perceived advertising congestion (clutter) directly and negatively influences the attitude towards TV advertising and directly and positively influences manifestations of resistance to TV advertising.
American Psychological Association (APA)
Thabit Aul, Khadijah Imene& Ibn Habib, Abd al-Razzaq. 2021. Consumer resistance to television advertising in the event of perceived congestion. Les Cahiers du MECAS،Vol. 17, no. 3, pp.1-17.
https://search.emarefa.net/detail/BIM-1249731
Modern Language Association (MLA)
Thabit Aul, Khadijah Imene& Ibn Habib, Abd al-Razzaq. Consumer resistance to television advertising in the event of perceived congestion. Les Cahiers du MECAS Vol. 17, no. 3 (Jun. 2021), pp.1-17.
https://search.emarefa.net/detail/BIM-1249731
American Medical Association (AMA)
Thabit Aul, Khadijah Imene& Ibn Habib, Abd al-Razzaq. Consumer resistance to television advertising in the event of perceived congestion. Les Cahiers du MECAS. 2021. Vol. 17, no. 3, pp.1-17.
https://search.emarefa.net/detail/BIM-1249731
Data Type
Journal Articles
Language
English
Notes
Includes bibliographical references : p. 14-17
Record ID
BIM-1249731
