Consumer's emotional attitudes towards advertising controversial products and their impact on purchasing behavior An analytical study of a sample of consumers in Algiers

  • HOUDA HAFSI Algiers 3 University
Keywords: advertising, controversial products, consumer, emotional tendencies, intent to purchase


this research aime to study the nature of emotional attitude of  the algerian consumer towards advertising controversial products, and then determine the impect of this attitude on the intention of purchsing. For this purpose, a survey was conducted for a random sample of 385 consumers in the city of Algiers.

The results of the study revealed that there is a positive emotional tendency among Algerians towards advertising health and care products.  in contrast their emotional attitude was negative towards the rest of the proposed products. Accordingly, we recommend the need to respect the cultural values ​​and customs of society when designing advertisements and choosing products.


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