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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

Author

Listed:
  • Didier Courbet

    () (I3M - Laboratoire Information, Milieux, Médias, Médiations - EA 3820 - UNS - Université Nice Sophia Antipolis - UCA - Université Côte d'Azur - UTLN - Université de Toulon)

  • Frédéric Lavigne

    (I3M - Laboratoire Information, Milieux, Médias, Médiations - EA 3820 - UNS - Université Nice Sophia Antipolis - UCA - Université Côte d'Azur - UTLN - Université de Toulon)

  • 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)

Abstract

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.

Suggested Citation

  • Didier Courbet & Frédéric Lavigne & Marc Vanhuele, 2008. "Effets Persuasifs De L'E-Publicité Perçue « Sans Conscience » En Vision Périphérique. Implications Pour Les Recherches Sur La Réception Des Médias," Post-Print sic_00373142, HAL.
  • Handle: RePEc:hal:journl:sic_00373142
    Note: View the original document on HAL open archive server: https://archivesic.ccsd.cnrs.fr/sic_00373142
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