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Émotions et comportements prosociaux : étude de l’efficacité des campagnes humanitaires émotionnelles

Author

Listed:
  • Jeanne Albouy

    (LGCO - Laboratoire Gouvernance et Contrôle Organisationnel - UT3 - Université Toulouse III - Paul Sabatier - UT - Université de Toulouse)

Abstract

Cet article analyse l'effet des émotions négatives et de l'empathie générées par une campagne humanitaire émotionnelle sur plusieurs indicateurs d'efficacité publicitaire. Les résultats montrent que dans le cadre des comportements prosociaux, les émotions négatives générées par la campagne améliorent la persuasion et cet effet est en partie transmis par la réponse empathique. De plus, trois variables cognitives (l'efficacité de la solution, l'auto-efficacité et l'implication envers la cause) affectent les mécanismes identifiés selon un processus de médiation modérée. Les implications de ces résultats contrastant avec la littérature sont alors discutées.

Suggested Citation

  • Jeanne Albouy, 2017. "Émotions et comportements prosociaux : étude de l’efficacité des campagnes humanitaires émotionnelles," Post-Print hal-02056295, HAL.
    • Handle: RePEc:hal:journl:hal-02056295
    DOI: 10.1177/0767370116676242
    as

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    Cited by:

    1. Bataoui, Soffien & Boch, Emmanuelle, 2023. "The role of socially rich photos in generating favorable donation behavior on charity websites," Journal of Retailing and Consumer Services, Elsevier, vol. 74(C).

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