Between advertising efforts and consumer resistance

This book aims to understand the behavior of the postmodern consumer in the face of advertising efforts by highlighting a key concept that is of major interest to marketing researchers, namely consumer resistance. A review of the literature in this field of research is proposed by the author in order to analyze in depth this type of behavior and to provide answers based on this phenomenon of resistance to marketing efforts and especially advertising.

Autorentext

Doctor en marketing, profesor universitario e investigador del comportamiento del consumidor.