Cet article compare l'efficacité de deux procédés d'exécution, l'humour et la menace, en fonction de deux caractéristiques de la source, son niveau d'attractivité et ses habitudes de communication. Un corpus d'hypothèses est formulé et testé à l'aide d'une expérimentation inter-sujets, dans le cadre de la communication politique des élections présidentielles françaises de 2007. Les résultats mettent en avant le rôle modérateur de l'attractivité du candidat sur l'attitude envers le message. L'humour est plus efficace que la menace quand le message s'adresse aux sympathisants et aux indécis. Au contraire, la menace produit une meilleure attitude envers le message chez les opposants au candidat. Les habitudes perçues de communication du candidat — perception de l'utilisation antérieure du procédé par le candidat — modèrent également l'efficacité du message. L'humour est plus efficace lorsqu'il est utilisé ponctuellement, tandis que la menace est recommandée pour une stratégie de communication à plus long terme.
AakerD.M.StaymanD.A. (1990), A micro approach to studying feeling responses to advertising: The case of warmth, in AgresS.J.EdellJ.A.DubitskyT.M. (coord.), Emotion in advertising, theorical and practical explorations, NY: Quorum Books, 53, 68.
2.
AldenD.L.HoyerW.D.LeeC. (1993), Identifying global and culture-specific dimensions of humor in advertising: A multinational analysis, Journal of Marketing, 57, 2, 64–75.
3.
BergqvistL.RossiterJ.R. (2007), The predictive validity of multiple-item versus single-item measures of the same construct, Journal of Marketing Research, 44, 2, 175–184.
4.
BraderT. (2006), Campaigning for hearts and minds: how political ads use emotion to sway the electorate, Chicago:University of Chicago Press.
5.
BraderT. (2005), Striking a responsive chord: How political ads motivate and persuade voters by appealing to emotions, American Journal of Political Science, 49, 2, 388–405.
6.
BrookerG. (1981), A comparison of the persuasive effects of mild humor and mild fear appeals, Journal of Advertising, 10, 4, 29–40.
7.
CacioppoJ.T.GardnerW.L.BerntsonG.G. (1999), The affect system has parallel and integrative processing components: Form follows function, Journal of Personality and Social Psychology, 76, 5, 839–855.
8.
CapelliS.SabadieW. (2005), La légitimité d'une communication sociétale: Le rôle de l'annonceur, Recherche et Applications en Marketing, 20, 4, 53–70.
9.
CatanescuC.TomG. (2001), Types of humor in television and magazine advertising, The Review of Business, 22, 1, 92–95.
10.
ChangC. (2003), Party bias in political advertising processing, Journal of Advertising, 31, 2, 55–67.
11.
ChattopadhyayA.BasuK. (1990), Humor in advertising: The moderating role of prior brand evaluation, Journal of Marketing Research, 27, 4, 466–476.
12.
CaceresChumpitaz R.VanhammeJ. (2003), Les processus modérateurs et médiateurs: Distinction conceptuelle, aspects analytiques et illustrations, Recherche et Applications en Marketing, 18, 2, 67–100.
13.
ClineT.W.KellarisJ.J. (2007), The influence of humor strength and humor-message relatedness on ad memorability, Journal of Advertising, 36, 1, 55–67.
14.
CoulterR.H.PintoM.B. (1995), Guilt appeals in advertising: What are their effects?, Journal of Applied Psychology, 80, 6, 697–705.
15.
CroyleR.-T.CooperJ. (1983), Dissonance arousal: Physiological evidence, Journal of Personality and Social Psychology, 45, 4, 782–791.
16.
De BarnierV. (2002), Le rôle des émotions sur l'attitude envers la marque (Ab): Pour une médiation totale de l'attitude envers le message (Aad), Recherche et Applications en Marketing, 17, 3, 81–89.
17.
DelporteC. (2001), Image, politique et communication sous la Cinquième République, Vingtième Siècle, 4, 72, 109–123.
18.
DruckmanJ.N.McDermottR. (2008), Emotion and the framing of risky choice, Political Behavior, 30, 3, 297–321.
19.
DupoirierE. (2007), L'électorat présidentiel de Ségolène Royal: Premiers éléments d'analyse, Revue Française de Science Politique, 57, 3–4, 475–487.
20.
EaglyA.H.ChaikenS. (2005), Attitude research in the 21st century: The current state of knowledge, in AlbarracínD.JohnsonB.T.ZannaM.P. (coord.), The handbook of attitudes, Mahwah, NJ: Erlbaum, 743–767.
21.
EdellJ.A.BurkeM. (1987), The power of feelings in understanding advertising effects, Journal of Consumer Research, 14, 3, 421–433.
22.
Eisend (2009), A meta-analysis of humor in advertising, Journal of the Academy of Marketing Science, 37, 2, 191–203.
23.
FabrigarL.R.MacDonaldT.K.WegenerD.T. (2005), The structure of attitudes, in AlbarracínD.JohnsonB.T.ZannaM.P. (coord.), The handbook of attitudes, Mahwah, NJ: Erlbaum, 79–124.
24.
FestingerL. (1957), A theory of cognitive dissonance, Stanford, CA: Stanford University Press.
25.
FriestadM.WrightP. (1994), The persuasion knowledge model: How people cope with persuasion attempts, Journal of Consumer Research, 21, juin, 1–31.
26.
Gallopel-MorvanK. (2006), Peur et persuasion sociale: état de l'art, limites et voies de recherche, Recherches et Application en Marketing, 21, 4, 41–60.
27.
GelbB.D.ZinkhanG.M. (1985), The effect of repetition on humor in a radio advertising study, Journal of Advertising, 14, 4, 13–20.
28.
GrunbergG. (2007), Les élections françaises de 2007, French Politics, Culture and Society, 25, 3, 62–73.
29.
HastingsG.SteadM.WebbJ. (2004), Fear appeals in social marketing: Strategic and ethical reasons for concern, Psychology and Marketing, 21, 11, 961–986.
30.
HongJ.LeeA.Y. (2010), Feeling mixed but not torn: The moderating role of construal level in mixed emotions appeals, Journal of Consumer Research, 37, 3, 456–472.
31.
HovlandC.I.WeissW. (1951), The influence of source credibility on communication effectiveness, Public Opinion Quarterly, 15, 4, 635–650.
32.
KahleL.R.HomerP.M. (1985), Physical attractiveness of the celebrity endorser: A social adaptation perspective, Journal of Consumer Research, 11, 3, 954–961.
33.
IsenA.M.ShalkerT.E. (1982), The effect of feeling state on evaluation of positive, neutral, and negative stimuli: When you “accentuate the positive”, do you “eliminate the negative”?, Social Psychology Quarterly, 45, 1, 58–63.
34.
JaccardJ.TurrisiR. (2003), Interaction effects in multiple regression, 2e édition, Londres, Thousand Oaks, Sage Publication.
35.
JangS.NamkungY. (2009) Perceived quality, emotions, and behavioral intentions: Application of an extended Mehrabian-Russell model to restaurants, Journal of Business Research, 62, 4, 451–460.
36.
JohnsonB.T.MaioG.R.Smith-McLallenA. (2005), Communication and attitude change: Causes, processes, and effects, in AlbarracínD.JohnsonB.T.ZannaM.P. (coord.), The handbook of attitudes, Mahwah, NJ, US: Lawrence Erlbaum Associates, 617–669.
37.
KaminsM.A. (1990), An investigation into the ‘match-up’ hypothesis in celebrity advertising: When beauty may be only skin deep, Journal of Advertising, 19, 1, 4–13.
38.
KleinJ.G.AhluwaliaR. (2005), Negativity in the evaluation of political candidates, Journal of Marketing, 69, 1, 131–142.
39.
KrishnanH.S.ChakravartiD. (2003), A process analysis of the effects of humorous advertising executions on brand claims memory, Journal of Consumer Psychology, 13, 3, 230–245.
40.
LatourM.S.SnipesR.L.BlissS.J. (1996), Don't be afraid to use fear appeals: An experimental study, Journal of Advertising Research, 36, 2, 59–67.
41.
LeeH.Y.MasonC. (1999), Responses to incongruency in advertising: The role of expectancy, revelancy, and humor, Journal of Consumer Research, 26, 2, 156–169.
42.
LynchJ.SchulerD. (1994), The matchup effect of spokesperson and product congruency: A schema theory interpretation, Psychology and Marketing, 11, 5, 417–445.
43.
McGuireW.J. (1969). The nature of attitudes and attitude change, in LindzeyG.AronsonE. (coord.), The handbook of social psychology, 2e édition, vol. 3, Reading, MA: Addison-Wesley, 136–314.
44.
McGuireW.J. (1985), Attitudes and attitude change, in GardnerL.AronsonE. (coord.), Handbook of social psychology, vol. 2, NY: Random House, 233–346.
45.
MacKenzieS.B.LutzR.L.BelchG.E. (1986), The role of attitude toward the Ad as a mediator of advertising effectiveness: A test of competing explanations, Journal of Marketing Research, 23, 2, 130–143.
46.
MarcusG.E.NeumanR.MacKuenM. (2000), Affective intelligence and political judgment, Chicago: University of Chicago Press.
47.
MarcusG.E.SullivanJ.L.Theiss-MorseE.StevensD. (2005), The emotional foundation of political communication: The impact of extrinsic anxiety on the formation of political tolerance judgments, Political Psychology, 26, 6, 949–963.
48.
MarchandJ.FilliatraultP. (2002), AIDS prevention advertising: Different message strategies for different communication objectives, International Journal of Nonprofit and Voluntary Sector Marketing, 7, 3, 271–287.
49.
MichelatG.TiberjV. (2007), Gauche, centre, droite et vote: Permanence et mutation d'une opposition, Revue Française de Science Politique, 57, 3–4, 371–392.
50.
NielsenJ.H.ShapiroS. (2009), Coping with fear through suppression and avoidance of threatening information, Journal of Experimental Psycholgy: Applied, 15, 3, 258–274.
51.
NordgrenL.F.van HarreveldF.van der PligtJ. (2006), Ambivalence, discomfort, and motivated information processing, Journal of Experimental Social Psychology, 42, 1, 252–258.
52.
O'CassA. (2002), Political advertising believability and information source value during elections, Journal of Advertising, 31, 1, 63–74.
53.
OtnesC.LowreyT.M.ShrumL.J. (1997), Toward an understanding of consumer ambivalence, Journal of Consumer Research, 24, 1, 80–93.
54.
PhillipsJ.M.UrbanyJ.E.ReynoldsT.J. (2008), Confirmation and the effects of valenced political advertising: A field experiment, Journal of Consumer Research, 34, 4, 794–806.
55.
PinkletonB.E.UmN.-H.WeintraubA.E. (2002), An exploration of the effects of negative political advertising on political decision making, Journal of Advertising, 31, 1, 13–25.
56.
PriesterJ.R.PettyR.E. (1996), The gradual threshold model of ambivalence: Relating the positive and negative bases of attitudes to subjective ambivalence, Journal of Personality and Social Psychology, 71, 3, 431–449.
57.
RayM.L.WilkieW.L. (1970), Fear: The potential of an appeal neglected by marketing, Journal of Marketing, 24, 1, 54–62.
58.
EdellShiv B.PayneJ.W. (2004), Does elaboration increase or decrease the effectiveness of negatively versus positively framed messages?, Journal of Consumer Research, 31, 1, 199–208.
59.
SternthalB.CraigS. (1973) Humor in Advertising, Journal of Marketing, 37, 3, 12–18.
60.
StrazzieriA. (1994), Mesurer l'implication durable indépendamment du risque perçu, Recherche et Applications en Marketing, 9, 1, 73–91.
61.
VanhammeJ. (2001), L'influence de la surprise sur la satisfaction des consommateurs — étude exploratoire par journal de bord, Recherche et Applications en Marketing, 16, 2, 1–31.
62.
VentisW.L.HigbeeG.MurdockS.A. (2001), Using humor in systematic desensitization to reduce fear, Journal of General Psychology, 128, 2, 241–253.
63.
WiegmanO. (1985), Two politicians in a realistic experiment: Attraction, discrepancy, intensity of delivery, and attitude change, Journal of Applied Social Psychology, 15, 4, 673–686.
64.
WilliamsP.AakerJ.L. (2002), Can mixed emotions peacefully coexist?, Journal of Consumer Research, 28, 3, 636–649.
65.
WilsonE.J.SherrellD.L. (1993), Source effects in communication and persuasion research: A meta-analysis of effect size, Journal of the Academy of Marketing Science, 21, 2, 101–12.
66.
WitteK.AllenM. (2000), A meta-analysis of fear appeals: Applications for effective public health campaigns, Health Education and Behavior, 27, 5, 592–615.
67.
WitteK. (1995), Generating effective risk messages: How scary should your risk communication be?, in BurlesonB.R. (coord.), Communication yearbook, 18, Thousand Oaks, CA, Sage, 229–254.
68.
WitteK. (1998), Fear as motivator, fear as inhibitor: Using the extended parallel process model to explain fear appeal successes and failures, in AndersenP.A.GuerreroL.K. (coord.), Handbook of communication and emotion, research theories applications and contexts, San Diego, CA, Academic Press, 424–450.
