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Effets Persuasifs De L'E-Publicité Perçue « Sans Conscience » En Vision Périphérique. Implications Pour Les Recherches Sur La Réception Des Médias

Listed author(s):
  • Didier Courbet


    (I3M - Laboratoire Information, Milieux, Médias, Médiations - EA 3820 - UTLN - Université de Toulon - Université Nice Sophia Antipolis [UNS] : EA3820)

  • Frédéric Lavigne

    (I3M - Laboratoire Information, Milieux, Médias, Médiations - EA 3820 - UTLN - Université de Toulon - Université Nice Sophia Antipolis [UNS] : EA3820)

  • Marc Vanhuele

    (GREGH - Groupement de Recherche et d'Etudes en Gestion à HEC - HEC Paris - Ecole des Hautes Etudes Commerciales - CNRS - Centre National de la Recherche Scientifique)

Registered author(s):

    title : Persuasive effects of the e-advertising perceived without conscience in peripheral vision. Implications for research on the reception of medias Using an experimentation carried out on 247 individuals, we show that advertisements on Internet appearing in the peripheral visual field cause favorable effects on judgements and on intention of purchase of the publicized brands whereas the receivers are not aware of having seen them. We also study the evolution of the cognitive and attitudinal effects eight days after exposure. To investigate these effects in a rigorous way , we used a method of presentation coupling a camera filming the ocular movements and a computer automatically hiding the advertising banners when the gaze of the Net surfer was directed in their direction. After having proposed an explanation for the cognitive processes underlying the influence, we open new prospects for research on the reception of the media communication.

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    Paper provided by HAL in its series Post-Print with number sic_00373142.

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    Date of creation: 03 Dec 2008
    Publication status: Published in Questions de communication, Presses Universitaires de Nancy - Editions Universitaires de Lorraine, 2008, pp.197-219
    Handle: RePEc:hal:journl:sic_00373142
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