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Les modeles d'effet publicitaire

Author

Listed:
  • K. Moser

    (JLU - Justus-Liebig-Universität Gießen = Justus Liebig University)

Abstract

Dans cet article seront présentés plusieurs modèles d'effet publicitaire. Alors que les modèles traditionnels partaient d'un processus « ordonné » de plusieurs phases d'action, ou de plusieurs niveaux d'action, le passage aux trois modèles distincts de hiérarchie des effets met en cause la validité générale de certaines de ces séquences. Aussi bien le modèle intégré d'information-réaction que le modèle des chemins alternatifs spécifient des conditions sous lesquelles les changements d'attitude sont le résultat, et non la condition, des changements de comportement. En dernier lieu seront présentés des modèles qui examinent l'importance de l'attitude envers la publicité.

Suggested Citation

  • K. Moser, 1998. "Les modeles d'effet publicitaire," Post-Print hal-02016867, HAL.
    • Handle: RePEc:hal:journl:hal-02016867
    as

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