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Étude du changement d'attitude pour les marques placées dans les films: persuasion ou effet d'exposition?

Author

Listed:
  • Isabelle Fontaine

    (IRG - Institut de Recherche en Gestion - UPEM - Université Paris-Est Marne-la-Vallée - UPEC UP12 - Université Paris-Est Créteil Val-de-Marne - Paris 12)

Abstract

La majeure partie des études sur l'efficacité du placement de produits dans les films porte sur la mémorisation des marques placées. Cette recherche se focalise sur le changement d'attitude pour les marques et confronte deux courants théoriques — ceux de la persuasion et de l'effet d'exposition — afin d'observer le rôle joué par l'intensité du traitement dans l'explication des résultats. Une expérience, permettant de manipuler le type de placement, montre alors l'indépendance du changement d'attitude et de la mémorisation. Il ressort ainsi de cette recherche que ce sont les cadres de l'effet d'exposition et de la mémoire implicite qui expliquent le mieux l'impact de l'exposition à un placement.

Suggested Citation

  • Isabelle Fontaine, 2006. "Étude du changement d'attitude pour les marques placées dans les films: persuasion ou effet d'exposition?," Post-Print hal-02023763, HAL.
    • Handle: RePEc:hal:journl:hal-02023763
    DOI: 10.1177/076737010602100102
    as

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    Citations

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    Cited by:

    1. Laurene Fayolle & Sonia Capelli & William Sabadie, 2012. "Placement de marque interactif et image de marque : le cas des concerts," Post-Print halshs-00685324, HAL.
    2. Slim Khalbous & Donata Vianelli & Tomasz Domanski & Christian Dianoux & Meriem Maazoul, 2013. "Attitudes toward Product Placement: A Cross-Cultural Analysis in Tunisia, France, Italy, and Poland," Post-Print hal-01369730, HAL.

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