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Musique et réponses à la publicité: effets des caractéristiques, de l'appréciation et de la congruence musicales

Author

Listed:
  • Jean-Philippe Galan

    (CRM - Centre de Recherche en Management - UT Capitole - Université Toulouse Capitole - UT - Université de Toulouse - IAE - Institut d'Administration des Entreprises - Toulouse - CNRS - Centre National de la Recherche Scientifique, UT Capitole - Université Toulouse Capitole - UT - Université de Toulouse)

Abstract

Cet article présente une expérience visant à évaluer l'influence de la musique sur les réponses à la publicité. D'une part, il s'agit de comparer l'impact des éléments structurels de la musique que sont le tempo et le genre avec deux variables subjectives (appréciation et congruence musicales). D'autre part, l'influence affective (appréciation) et l'influence cognitive (congruence) de la musique sont confrontées. Les résultats suggèrent que les variables subjectives sont plus influentes que la structure musicale. En outre, il apparaît que la musique peut agir simultanément par voies affective et cognitive et que le type d'implication (affective ou cognitive) peut modérer le poids relatif de chacune de ces influences.

Suggested Citation

  • Jean-Philippe Galan, 2009. "Musique et réponses à la publicité: effets des caractéristiques, de l'appréciation et de la congruence musicales," Post-Print hal-02055054, HAL.
    • Handle: RePEc:hal:journl:hal-02055054
    DOI: 10.1177/076737010902400401
    as

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    Cited by:

    1. Christophe Bezes & Maria Mercanti-Guérin, 2017. "Similarity in marketing: Scope, measurement, and fields of application [La similarité en marketing : périmètre, mesure et champs d'application]," Post-Print hal-02086666, HAL.

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