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L'impact des composantes de la couleur dominante d'une communication presse sur l'imitation en matière de publicité

Author

Listed:
  • Douniazed Filali Boissy

    (ICN Business School, CEREFIGE - Centre Européen de Recherche en Economie Financière et Gestion des Entreprises - UL - Université de Lorraine)

Abstract

L'objectif principal de cet article est de comprendre le concept d'imitation en matière de persuasion publicitaire et d'identifier les effets des composantes de la couleur dominante d'une publicité sur ce processus complexe du comportement du consommateur. À travers une étude expérimentale, l'effet de chacune des composantes de la couleur ainsi que leur interaction est analysé. L'effet médiateur de l'agrément vis-à-vis de la couleur est souligné

Suggested Citation

  • Douniazed Filali Boissy, 2014. "L'impact des composantes de la couleur dominante d'une communication presse sur l'imitation en matière de publicité," Post-Print hal-01513957, HAL.
    • Handle: RePEc:hal:journl:hal-01513957
    Note: View the original document on HAL open archive server: https://hal.science/hal-01513957
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