Nous proposons et testons une extension du modèle du comportement planifié pour modéliser la résistance aux messages de prévention-santé. Nos résultats portent sur une publicité anti-tabac et indiquent que la détection de l’intention persuasive, l’orientation régulatrice de promotion et le contrôle comportemental perçu augmentent la résistance à la persuasion.
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