Abstract
This paper has several aims: firstly to identify the representative actions of resistance toward advertising and their underlying motivations; secondly to check if this resistance results in particular behaviors. In order to reach these objectives, cluster and factorial analyses were conducted. They highlight the diversity of resistant profiles according to their resistant level and their motives: the most resistant consumers prefer ads which detail products characteristics; non-resistants prefer less realistic ads. By linking these profiles to the buying criteria and the information’s sources used by resistant consumers managerial implications are proposed to face their behaviours. For example, the choice of communication modes perceived as less discordant could be a solution.