Effets de la lisibilité du texte et de l’image sur l’efficacité du message publicitaire

Dans le domaine de la publicité, le modèle de Petty et Cacioppo (1979) est encore largement reconnu pour tenter d’expliquer les processus de persuasion et de changements d’attitude du consommateur. Ce modèle ne tient pas compte du degré d’élaboration cognitive du message par le récepteur ce que vient résoudre le modèle de Mick (1992). Nous tentons d’établir des liens entre ces deux modèles à partir d’une recherche exploratoire portant sur les effets de lisibilité d’un texte et d’une image publicitaire.Nous avons mesuré les effets de la manipulation de certaines variables (niveaux d’implication, niveaux de lisibilité d’un texte et niveaux de lisibilité d’une représentation picturale du message publicitaire) sur le changement d’attitude, la mémorisation et la compréhension du message publicitaire. Nos résultats montrent que nos hypothèses se sont révélées justes sous implication forte, mais les modèles ne permettent pas de prédire le comportement du consommateur, en particulier la compréhension, sous implication faible.In advertising, in the field of persuasive communication, Petty & Caccioppo's "Elaboration Likelihood Model" (1979) is still considered as an important milestone to explain attitudes changes. This model did not take into account levels of subject's comprehension. Mick (1992), in his information processing model, related levels of objective and subjective comprehension in advertising processing to ad perceptions, attitudes and memory. Our objectives are to elaborate relations between those two models in a readability context.A 2x2x2 experiment was designed to test the effects of two levels of text readability, two levels of picture readability, and two levels of issue-involvement on the attitudes toward the advertising message and the intend to behave accordingly. The "Elaboration Likelihood Model" hypotheses were tested. Results show some suppport for our hypothesis under high involvement but not under low involvement. This research comfirm the importance of intelligibility and comprehensibility in the advertising strategy

Evaluasi Special Event Surabaya Fashion Parade 2012 Yang Diselenggarakan Oleh Tunjungan Plaza Surabaya

Penelitian ini dilakukan untuk mengetahui evaluasi special event Surabaya Fashion Parade 2012 yang diselenggarakan oleh Tunjungan Plaza Surabaya. Special event ini sudah diselenggarakan lima kali tetapi belum pernah dilakukan evaluasi. Jumlah peserta yang mengikuti kompetisi dalam special event ini tampak tidak konsisten. Evaluasi dilihat dari efek proses komunikasi yang terjadi antara panitia penyelenggara event dengan peserta kompetisi dalam event tersebut. Penelitian ini dilakukan dengan metode studi kasus dan menggunakan teknik wawancara. Peneliti menemukan bahwa proses komunikasi antara panitia penyelenggara dengan peserta kompetisi dari mulai pra-event, saat pelaksanaan event hingga event berakhir telah berjalan dengan cukup lancar. Namun masih ada beberapa hal detail yang kurang diperhatikan oleh panitia

An Extension and Further Validation of a Community-based Consumer Well-being Measure

Cataloged from PDF version of article.The goal of this study is to extend the research and further validation of Lee and colleagues' measure of community-based consumer well-being. The measure is based on the notion that consumers experience well-being to the extent that they are satisfied with local marketplace experiences related to (1) shopping for desired consumer goods and services in the local area, (2) preparing locally purchased consumer durables for personal use, (3) consuming locally purchased goods and services, (4) owning consumer durables purchased in the local area, (5) using repair and maintenance services in the local area, and (6) using selling, trading-in, and disposal services in the local area. Data were collected from ten localities in nine countries/states (California, Minnesota, Canada, Australia, Spain, Germany, Switzerland, Turkey, Egypt, and China) using the mall intercept method. The data provided support for the predictive/nomological validity of the measure by providing empirical support for the relationship between the consumer well-being construct and other well-being constructs such as life satisfaction

Cognitive facilitation following intentional odor exposure

This paper reviews evidence that, in addition to incidental olfactory pollutants, intentional odor delivery can impact cognitive operations both positively and negatively. Evidence for cognitive facilitation/interference is reviewed alongside four potential explanations for odor-induced effects. It is concluded that the pharmacological properties of odors can induce changes in cognition. However, these effects can be accentuated/attenuated by the shift in mood following odor exposure, expectancy of cognitive effects, and cues to behavior via the contextual association with the odor. It is proposed that greater consideration is required in the intentional utilization of odors within both industrial and private locations, since differential effects are observed for odors with positive hedonic qualities

Dynamiques familiales transgénérationnelles : le cas de descendants de survivants juifs de la Shoah (Holocauste) à Montréal

Ce mémoire explore les représentations des dynamiques familiales propres aux familles de survivants de la Shoah. Une typologie des dynamiques familiales est structurée en six catégories, inspirée des styles d'adaptation des familles des survivants de la Shoah de Danieli (1981). À l'aide d'entrevues qualitatives avec des descendants de survivants de la Shoah à Montréal (n=6), nous examinons l'impact des événements stressants sur l'individu et sur le système familial et les éléments de résilience afin de déceler des repères cliniques en travail social.\ud ______________________________________________________________________________ \ud MOTS-CLÉS DE L’AUTEUR : Dynamiques familiales, Shoah, trauma, résilience, pensée systémique

When activism may prove counterproductive: An exploratory study of anti-brand spoof advertising effects in the tobacco industry

First stage of research on the effects of anti-tobacco brand spoof ads on the consumer, this paper proposes an exploratory study of netnographic inspiration of the comments left on YouTube by individuals freshly exposed to anti-tobacco brand spoof ads. The results show that anti-tobacco brand spoof ads generate more positive emotions than negative emotions, particularly among non-smokers, and that individuals respond according to the source to which they attribute the ads (i.e., an activist, the tobacco industry or the government). The discussion of the results led to anticipate that anti-tobacco brand spoof ads could prove counterproductive...spoof advertising ; anti-tobacco activism ; persuasion ; netnography