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L'utilisation du cadrage des conséquences au sein des messages de sante publique : bilan et perspectives pour la recherche en marketing

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Author Info

  • L. Balbo

    (CERAG - Centre d'études et de recherches appliquées à la gestion - CNRS : UMR5820 - Université Pierre Mendès-France - Grenoble II)

  • M.L. Gavard-Perret

    (CERAG - Centre d'études et de recherches appliquées à la gestion - CNRS : UMR5820 - Université Pierre Mendès-France - Grenoble II)

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    Abstract

    L'objectif de cette communication est de proposer une synthèse des travaux majeurs portant sur la problématique du cadrage des conséquences dans les communications de santé publique. Le concept d'effet de cadrage « framing effect » (Tversky et Kahneman, 1981 ; 1986) en raison de son rôle possible dans l'efficacité des communications préventives et assimilées a fait l'objet de plusieurs études en psychologie et quelques unes en marketing. En utilisant pour cadre de référence le postulat de la théorie des perspectives, Rothman et Salovey (1997) proposent que la formalisation verbale d'un message de santé assorti d'une recommandation suggérant un comportement peut être à l'origine de l'efficacité plus ou moins grande de cette communication. Il semble donc judicieux de s'intéresser à la problématique de « l'effet de cadrage » appliqué aux campagnes de communication de santé publique, afin, d'une part, de faire la synthèse des travaux majeurs sur le sujet et, d'autre part, de confronter certaines informations issues de la littérature de manière à identifier et éclairer quelques confusions ou ambiguïtés existantes mais aussi, pour proposer des voies de recherches futures

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    Bibliographic Info

    Paper provided by HAL in its series Post-Print with number halshs-00534782.

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    Date of creation: 2010
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    Handle: RePEc:hal:journl:halshs-00534782

    Note: View the original document on HAL open archive server: http://halshs.archives-ouvertes.fr/halshs-00534782/en/
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    Related research

    Keywords: cadrage ; conséquences ; messages ; sante publique ; bilan et perspectives ; recherche en marketing;

    References

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    1. Wallendorf, Melanie, 2001. " Literally Literacy," Journal of Consumer Research, University of Chicago Press, University of Chicago Press, vol. 27(4), pages 505-11, March.
    2. Unnava, H Rao & Agarwal, Sanjeev & Haugtvedt, Curtis P, 1996. " Interactive Effects of Presentation Modality and Message-Generated Imagery on Recall of Advertising Information," Journal of Consumer Research, University of Chicago Press, University of Chicago Press, vol. 23(1), pages 81-88, June.
    3. Levin, Irwin P. & Schneider, Sandra L. & Gaeth, Gary J., 1998. "All Frames Are Not Created Equal: A Typology and Critical Analysis of Framing Effects," Organizational Behavior and Human Decision Processes, Elsevier, Elsevier, vol. 76(2), pages 149-188, November.
    4. Rui (Juliet) Zhu & Joan Meyers-Levy, 2007. "Exploring the Cognitive Mechanism that Underlies Regulatory Focus Effects," Journal of Consumer Research, University of Chicago Press, University of Chicago Press, vol. 34(1), pages 89-96, 04.
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    6. Levin, Irwin P & Gaeth, Gary J, 1988. " How Consumers Are Affected by the Framing of Attribute Information before and after Consuming the Product," Journal of Consumer Research, University of Chicago Press, University of Chicago Press, vol. 15(3), pages 374-78, December.
    7. Tversky, Amos & Kahneman, Daniel, 1986. "Rational Choice and the Framing of Decisions," The Journal of Business, University of Chicago Press, University of Chicago Press, vol. 59(4), pages S251-78, October.
    8. Moorman, Christine & Matulich, Erika, 1993. " A Model of Consumers' Preventive Health Behaviors: The Role of Health Motivation and Health Ability," Journal of Consumer Research, University of Chicago Press, University of Chicago Press, vol. 20(2), pages 208-28, September.
    9. Petty, Richard E & Cacioppo, John T & Schumann, David, 1983. " Central and Peripheral Routes to Advertising Effectiveness: The Moderating Role of Involvement," Journal of Consumer Research, University of Chicago Press, University of Chicago Press, vol. 10(2), pages 135-46, September.
    10. Aaker, Jennifer L. & Lee, Angela Y., 2006. "Understanding Regulatory Fit," Research Papers, Stanford University, Graduate School of Business 1910, Stanford University, Graduate School of Business.
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