Cet article présente à des fins pédagogiques les fondements théoriques du modèle de probabilité d'élaboration de Petty et Cacioppo (1986a), modèle qui a fait considérablement avancer la recherche dans le domaine de la persuasion publicitaire. Les différentes validations théoriques du modèle sont présentées ainsi que ses limites. Enfin, les travaux récents autour de la primauté de l'affectif sont abordés, ouvrant ainsi la voie à de nouvelles recherches centrées sur la mémorisation.
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