URAM-Marketing

Unité de Recherche et d'Applications en Marketing

Impact de l’Intégration Emotionnelle sur l’Efficacité des Publicités Emotionnelles


Abstract:

Cette étude examine l’impact de la mise en scène de l’émotion dans la publicité à travers le concept d’intégration émotionnelle sur l’efficacité publicitaire, et ce à travers le rôle médiateur des émotions éprouvées par les récepteurs de la publicité. Une expérimentation fondée sur 256 entretiens, nous a permis de vérifier que l’émotion perçue pendant l’exposition publicitaire, pouvait jouer un rôle important dans la formation des réponses à l’égard de l’annonce et de la marque mais que ce processus ne se réalise qu’à la condition que les consommateurs associent l’émotion perçue à la marque émettrice ou sa consommation. Par ailleurs, nous avons établie des différences d’efficacité entre les annonces magazines, selon la façon dont elles décrivent l’émotion visuellement. Nous étudions en particulier les aspects de l’intégration émotionnelle dans la publicité, à savoir la saillance de l’émotion montrée dans l’annonce, la présence d’information centrale sur la marque et la clarté du message publicitaire à propos des attributs hédonistes de la consommation.

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