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Comment réduire la distance perçue vis-à-vis d'une cause humanitaire ? L'influence de l'abstraction linguistique et de la valence d'un message

  • Alice Audrezet


    (DRM - Dauphine Recherches en Management - CNRS : UMR7088 - Université Paris IX - Paris Dauphine)

  • Gwarlann Caffier De Kerviler


    (DRM - Dauphine Recherches en Management - CNRS : UMR7088 - Université Paris IX - Paris Dauphine)

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    Cette étude expérimentale a pour objectif de mettre en évidence l'impact du niveau d'abstraction et de la valence d'un message sur la proximité avec une " cause " humanitaire défendue par une ONG. Les résultats montrent que les récepteurs d'un message Positif Abstrait perçoivent plus de proximité avec la " cause " humanitaire que les récepteurs d'un message Positif Concret. Inversement, les récepteurs d'un message Négatif Abstrait perçoivent plus de distance avec la " cause " humanitaire que les récepteurs d'un message Négatif Concret. Les résultats permettent d'enrichir les applications de la théorie des niveaux de représentation (Liberman and Trope, 1998; Trope and Liberman, 2003) au domaine du marketing. Par ailleurs, cette recherche permet de donner des pistes aux responsables des ONG quant à la manière de rédiger leurs messages afin de les rendre plus efficaces.

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    Paper provided by HAL in its series Post-Print with number halshs-00685641.

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    Date of creation: 2011
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    Publication status: Published - Presented, Congrès International de l'Association française de Marketing, 2011, Bruxelles, Belgium
    Handle: RePEc:hal:journl:halshs-00685641
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    1. Calder, Bobby J & Phillips, Lynn W & Tybout, Alice M, 1981. " Designing Research for Application," Journal of Consumer Research, University of Chicago Press, vol. 8(2), pages 197-207, September.
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