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Le placement de produits alcoolisés dans les films et son impact sur l'incitation à consommer : le rôle médiateur de l'imagerie mentale

Author

Listed:
  • Rémy Bréhonnet

    (Sup de Co La Rochelle - Ecole Supérieure de Commerce de la Rochelle - Groupe Sup de Co La Rochelle)

  • Patrick Gabriel

    (UBO - Université de Brest)

  • Karine Gallopel-Morvan

    (CREM - Centre de recherche en économie et management - UNICAEN - Université de Caen Normandie - NU - Normandie Université - UR - Université de Rennes - CNRS - Centre National de la Recherche Scientifique)

Abstract

At a time when product placement gives brands a good deal, the placement of alcohol in movies is controversial, the actors of Public Health questioning on its real impact on risky populations incitement to consume. This paper presents a review of literature on this topic and its limits. Then, relying on the research on mental imagery, it proposes a theoretical framework explaining the impact of an alcohol placement in a movie on consumption incitement.

Suggested Citation

  • Rémy Bréhonnet & Patrick Gabriel & Karine Gallopel-Morvan, 2012. "Le placement de produits alcoolisés dans les films et son impact sur l'incitation à consommer : le rôle médiateur de l'imagerie mentale," Post-Print hal-00830130, HAL.
    • Handle: RePEc:hal:journl:hal-00830130
    as

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