Advanced Search
MyIDEAS: Login

Presentation et applications des mesures implicites de restitution memorielle en marketing

Contents:

Author Info

  • Trendel, O
  • Warlop, Luk
Registered author(s):

    Abstract

    Une mesure implicite est une mesure utilisant un protocole de recueil de données non centré directement sur l'objet d'investigation. Les mesures implicites présentées dans ce papier concernent soit la restitution mémorielle d'un concept unique (i.e. la mémoire implicite) soit la restitution mémorielle d'associations (par exemple le Test d'Associations Implicites). Six domaines d'applications de ces mesures en marketing sont détaillés. Pour chaque domaine, les apports de ces mesures sont clairement identifiés. La validité de ces mesures est également abordée. La conclusion synthétise les différentes raisons d'utilisation des mesures implicites en marketing. Ces raisons concernent, d'une part, la réduction des erreurs de mesures et, d'autre part, l'étude de la cognition implicite (i.e. inconsciente).

    Download Info

    If you experience problems downloading a file, check if you have the proper application to view it first. In case of further problems read the IDEAS help page. Note that these files are not on the IDEAS site. Please be patient as the files may be large.
    File URL: https://lirias.kuleuven.be/bitstream/123456789/122262/1/0574.pdf
    Download Restriction: no

    Bibliographic Info

    Paper provided by Katholieke Universiteit Leuven in its series Open Access publications from Katholieke Universiteit Leuven with number urn:hdl:123456789/122262.

    as in new window
    Length:
    Date of creation: 2005
    Date of revision:
    Handle: RePEc:ner:leuven:urn:hdl:123456789/122262

    Contact details of provider:
    Web page: http://www.kuleuven.be

    Related research

    Keywords:

    References

    References listed on IDEAS
    Please report citation or reference errors to , or , if you are the registered author of the cited work, log in to your RePEc Author Service profile, click on "citations" and make appropriate adjustments.:
    as in new window
    1. Janiszewski, C & Warlop, Luk, 1993. "The influence of classical-conditioning procedures on subsequent attention to the conditioned brand," Open Access publications from Katholieke Universiteit Leuven urn:hdl:123456789/101183, Katholieke Universiteit Leuven.
    2. 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, vol. 10(2), pages 135-46, September.
    3. Bagozzi, Richard P & Yi, Youjae, 1991. " Multitrait-Multimethod Matrices in Consumer Research," Journal of Consumer Research, University of Chicago Press, vol. 17(4), pages 426-39, March.
    4. Kellaris, James J & Cox, Anthony D, 1989. " The Effects of Background Music in Advertising: A Reassessment," Journal of Consumer Research, University of Chicago Press, vol. 16(1), pages 113-18, June.
    5. Rik Pieters & Luk Warlop & Michel Wedel, 2002. "Breaking Through the Clutter: Benefits of Advertisement Originality and Familiarity for Brand Attention and Memory," Management Science, INFORMS, vol. 48(6), pages 765-781, June.
    6. Law, Sharmistha & Hawkins, Scott A & Craik, Fergus I M, 1998. " Repetition-Induced Belief in the Elderly: Rehabilitating Age-Related Memory Deficits," Journal of Consumer Research, University of Chicago Press, vol. 25(2), pages 91-107, September.
    7. Janiszewski, Chris, 1993. " Preattentive Mere Exposure Effects," Journal of Consumer Research, University of Chicago Press, vol. 20(3), pages 376-92, December.
    8. Janiszewski, Chris & Warlop, Luk, 1993. " The Influence of Classical Conditioning Procedures on Subsequent Attention to the Conditioned Brand," Journal of Consumer Research, University of Chicago Press, vol. 20(2), pages 171-89, September.
    9. Fisher, Robert J, 1993. " Social Desirability Bias and the Validity of Indirect Questioning," Journal of Consumer Research, University of Chicago Press, vol. 20(2), pages 303-15, September.
    10. Shapiro, Stewart, 1999. " When an Ad's Influence Is Beyond Our Conscious Control: Perceptual and Conceptual Fluency Effects Caused by Incidental Ad Exposure," Journal of Consumer Research, University of Chicago Press, vol. 26(1), pages 16-36, June.
    11. Sawyer, Alan G, 1975. " Demand Artifacts in Laboratory Experiments in Consumer Research," Journal of Consumer Research, University of Chicago Press, vol. 1(4), pages 20-30, March.
    12. Kardes, Frank R, 1988. " Spontaneous Inference Processes in Advertising: The Effects of Conclusion Omission and Involvement on Persuasion," Journal of Consumer Research, University of Chicago Press, vol. 15(2), pages 225-33, September.
    13. Lee, Angela Y & Sternthal, Brian, 1999. " The Effects of Positive Mood on Memory," Journal of Consumer Research, University of Chicago Press, vol. 26(2), pages 115-27, September.
    14. Shapiro, Stewart & MacInnis, Deborah J & Heckler, Susan E, 1997. " The Effects of Incidental Ad Exposure on the Formation of Consideration Sets," Journal of Consumer Research, University of Chicago Press, vol. 24(1), pages 94-104, June.
    Full references (including those not matched with items on IDEAS)

    Citations

    Citations are extracted by the CitEc Project, subscribe to its RSS feed for this item.
    as in new window

    Cited by:
    1. Sonia Capelli & William Sabadie & Olivier Trendel, 2009. "Président, fais moi rire ! La communication politique entre peur et humour," Grenoble Ecole de Management (Post-Print) halshs-00467982, HAL.

    Lists

    This item is not listed on Wikipedia, on a reading list or among the top items on IDEAS.

    Statistics

    Access and download statistics

    Corrections

    When requesting a correction, please mention this item's handle: RePEc:ner:leuven:urn:hdl:123456789/122262

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: (Carl Demeyere).

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    If references are entirely missing, you can add them using this form.

    If the full references list an item that is present in RePEc, but the system did not link to it, you can help with this form.

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your profile, as there may be some citations waiting for confirmation.

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.