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ÉDITIONS UNIVERSITAIRES EUROPÉENNES Émouvoir Séduire Convaincre: L'influence des émotions dans la publicité (Omn.Univ.Europ.)

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Description

Traditionnellement défini comme « animal doué de raison », l'homme aime se décrire comme un être rationnel qui prend les meilleures décisions qui soient. Pourtant en marketing, lorsque l’homme devient consommateur, il ne choisit pas toujours les produits au meilleur rapport qualité /prix. Comment expliquer ce phénomène ? Cet ouvrage tente de montrer comment les émotions participent aux raisonnements de l’homme, en particulier dans le domaine de la persuasion publicitaire. Les théories de l’émotion issues de la philosophie, la psychanalyse et l’éthologie sont abordées ainsi que les théories classiques, comportementales, cognitives ou plus globales. L’auteur étudie également l’impact des émotions et des éléments affectifs (humeur, sentiments…) sur les phénomènes d’acquisition et de traitement de l’information, sur le comportement du consommateur, sur l’attitude et sur la mémorisation. Les modèles d’analyse des processus de persuasion publicitaires sont expliqués, des plus anciens aux plus récents. Enfin, une expérimentation de grande envergure sur 6 spots TV est présentée afin de mesurer l’impact des émotions sur l’attitude, le message, la marque et la mémorisation. About the Author Psychologue, Docteur es sciences de gestion et agrégée des universités, Virginie de Barnier est professeur à l’IAE d’Aix-en-Provence et directeur du Master 2 Marketing. Enseignant-chercheur au sein du laboratoire de recherche en gestion d’Aix-Marseille, le CERGAM, elle est l’auteur de plusieurs livres et articles sur la communication.

Product Specifications

Format
paperback
Domain
Amazon UK
Release Date
16 July 2012
Listed Since
18 July 2012

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