Le but de cet article est de mettre en évidence l'apport des réactions affectives, déclenchées par les annonces, à l'explication de l'attitude envers l'annonce (Aad) et de l'attitude envers la marque (ABP).
Travaillant dans un cadre expérimental aussi naturel que possible, l'auteur a mesuré les réactions affectives–induites par les annonces–de manière verbale et également par l'enregistrement des expressions faciales révélées par 197 consommateurs soumis à un matériel publicitaire télévisé. La robustesse des résultats a été testée en distinguant les répondants selon leur niveau d'implication sur les 5 facettes classiquement constitutives de ce construit. La très grande majorité des résultats fait apparaître un apport significatif des réactions affectives–surtout verbales–à l'explication de Aad et dans une moindre mesure à l'explication de ABP. Les résultats relatifs à la facette importance (des conséquences négatives) du risque s'écartent quelque peu de ceux obtenus pour les autres facettes. Enfin, les variables affectives le plus souvent significatives ne sont pas toujours les mêmes selon le niveau d'implication des répondants ainsi que selon la modalité retenue pour mesurer l'attitude envers l'annonce.
Get full access to this article
View all access options for this article.
References
1.
AakerD. A.LendrevieJ. (1994), Le management du capital marque, Dalloz.
2.
AakerD. A.StaymanDouglas M.HagertyMichael R. (1986), «Warmth in Advertising: Measurement, Impact, and Sequence Effects», Journal of Consumer Research, 12, 4, 365–381.
3.
AntilJ.H. (1984), «Conceptualization and Operationalization of Involvement», in Advances in Consumer Research, ed. KinnearT.C. (Provo, Utah: A.C.R., 1984), 203–209.
4.
BatraR.RayM.L. (1982), «The two Components of Affect and their Implications for Advertising Strategy», paper presented at the Colloquium on Involvement, June, New York University.
5.
BatraR. (1986), «Affective Advertising: Role, Processes and Measurement», in the Role of Affect in Consumer Behavior, PetersonR.A.HoyerW.D.WilsonW.R., eds., Lexington, MA, D.C. Heath and Company, 53–85.
6.
BatraR.RayM. L. (1986), «Affective Responses Mediating Acceptance of Advertising», Journal of Consumer Research, 13, 1, 234–249.
7.
BatraR.HolbrookM. (1990), «Developing a typology of affective responses to advertising», Psychology and Marketing, 7, 1, 11–25.
8.
BrownS.P.StaymanD.M. (1992), «Antecedents and Consequences of Attitude toward the Ad: A Meta-analysis», Journal of Consumer Research, 19, 1, 34–51.
9.
BurkeM. C.EdellJ. A. (1989), «The Impact of Feelings on Ad-based Affect and Cognition», Journal of Marketing Research, 26, 1, 69–83.
10.
CelsiR.L.OlsonJ.C. (1988), «The Role of Involvement in Attention and Comprehension Processes», Journal of Consumer Research, 15, 2, 210–224.
11.
ChaikenS. (1980), «Heuristic versus Systematic Information Processing and the Use of Source versus Message Cues in Persuasion», Journal of Personality and Social Psychology, 39, 5, 752–766.
12.
DavidsonR.MacKinnonJ.G. (1981), «Several Tests for Model Specification in the Presence of Alternative Hypotheses», Econometrica, 49, 781–793.
13.
DeightonJ. (1984), «The interaction of advertising and evidence», Journal of Consumer Research, 11, 3, 763–770.
14.
DerbaixC.M. (1987), «Le comportement de l'acheteur: Voies d'études pour les années à venir», Recherche et Applications en Marketing, II, 2, 81–92.
15.
DerbaixC.M.PhamM.T. (1989), «Pour un développement des mesures de l'affectif en marketing: Synthèse des prérequis», Recherche et Applications en Marketing, 4, 72–87.
16.
DerbaixC.M.PhamM.T. (1991), «Affective Reactions to Consumption Situations: A Pilot Investigation», Journal of Economic Psychology, 12, 325–355.
17.
DerbaixC.M. (1993), La mesure de l'émotionnel et de l'affectif dans la réception des messages publicitaires, Paris, IREP, 237 pages.
18.
DrögeC. (1989), «Shaping the Route to Attitude Change: Central Versus Peripheral Processing Through Comparative Versus Noncomparative Advertising», Journal of Marketing Research, 26, 2, 193–204.
19.
DuboisP.L.JolibertA. (1992), Le Marketing: Fondements et Pratique, Economica.
20.
DussartC. (1983), Comportement du consommateur et stratégie de marketing, McGraw-Hill.
21.
EdellJ. A.BurkeM. C. (1987), «The Power of Feelings in Understanding Advertising Effects», Journal of Consumer Research, 14, 3, 421–433.
22.
EdellJ. A.MooreM.C. (1993), «The impact and memorability of Ad-induced Feelings: Implications for Brand Equity» in AakerD.A.BielA.L., eds., Advertising and Building Strong Brands..
23.
EkmanP. (1972), «Universal and cultural differences in facial expressions of emotion», in ColeJ. (Ed.), Nebraska Symposium on Motivation (vol. 19), Lincoln: University of Nebraska Press.
24.
EkmanP.FriesenW.V. (1975), Unmasking the Face, Prentice Hall.
25.
EkmanP.FriesenW.V.EllsworthP. (1982), «What emotion categories or dimensions can observers judge from facial behavior». In EkmanP. (Ed.), Emotion in the human face (2nd ed.), Cambridge: Cambridge University Press.
26.
FalcyS. (1993), «Pour une approche individuelle des processus de persuasion publicitaire», Recherche et Applications en Marketing, 8, 3, 45–63.
27.
HawkinsS.C.HochS.J. (1992), «Low Involvement Learning: Memory without Evaluation», Journal of Consumer Research, 19, 2, 212–225.
28.
HerrP.M.FazioP.H. (1992), «The attitude-to-behavior process: Implications for consumer behavior», in MitchellA.A. (ed.), Advertising, exposure, memory and choice, Erlbaum, Hillsdale, N.J.
29.
HolbrookM.B.BatraR. (1987), «Assessing the Role of Emotions as Mediators of consumer responses to advertising», Journal of Consumer Research, 14, 3, 404–420.
30.
HoustonM.J.RotschildM.L. (1978), «Conceptual and Methodological Perspectives on Involvement», in Research Frontiers in Marketing: Dialogues and Directions, ed. JainS.C. (Chicago: AMA), 184–187.
31.
JamesW.L.KoverA.J. (1992), «Observations: Do overall Attitudes toward Advertising Affect Involvement with Specific Advertisements ?», Journal of Advertising Research, 32, 5, 78–83.
32.
KapfererJ.N.LaurentG. (1983), «Comment mesurer le degré d'implication des consommateurs», IREP, juillet, 55 pages.
33.
KerlingerF. N.PedhazurE. J. (1973), Multiple Regression in Behavioral Research, New York: Holt, Rinehart and Winston.
34.
KrugmanH.E. (1965), «The Impact of Television Advertising: Learning without Involvement», Public Opinion Quaterly, 29, 349–56.
35.
KrugmanH.E. (1966–1967), «The Measurement of Advertising Involvement», Public Opinion Quarterly, 30, 583–596.
LaurentG.KapfererJ.N. (1986), «Les profils d'implication», Recherche et Applications en Marketing, I, 1, 41–57.
38.
LutzR. J. (1975), «Changing Brand Attitudes Through Modification of Cognitive Structure», Journal of Consumer Research, 1, 1, 49–59.
39.
LutzR. J.MacKenzieS. B.BelchG. E. (1983), «Attitude Toward the Ad as a Mediator of Advertising Effectiveness: Determinants and Consequences», in Advances in Consumer Research, Vol.10, eds. BagozziRichard P.TyboutAlice M., Ann Arbor, MI: Association for Consumer Research, 532–539.
40.
LutzR. J. (1985), «Affective and Cognitive Antecedents of Attitude toward the Ad: A Conceptual Framework», in Psychological Processes and Advertising Effects: Theory, Research and Application, AlwittL.F.MitchellA.A., eds. Hillsdale, N.J.: Lawrence Erlbaum Associates, 45–63.
41.
MacKenzieS. B.LutzR. J.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.
42.
MacKenzieS. B.LutzR. J. (1989), «An Empirical Examination of the Structural Antecedents of Attitude Toward the Ad in an Advertising Pretesting Context», Journal of Marketing, 53, 2, 48–65.
43.
MiniardP. W.BhatlaS.RoseR. L. (1990), «On the Formation and Relationship of Ad and Brand Attitudes: An Experimental and Causal Analysis», Journal of Marketing Research, 27, 3, 290–303.
44.
MitchellA. (1979), «Involvement: A Potentially Important Mediator of Consumer Behavior», in Advances in Consumer Research, ed. WilkieWilliam (Provo Utah: A.C.R.), 191–196.
45.
MitchellA. A.OlsonJ. C. (1981), «Are Product Attributes the Only Mediator of Advertsing Effects on Brand Attitude ?», Journal of Marketing Research, 18, 3, 318–332.
46.
MitchellA. A. (1986), «The Effect of Verbal and Visual Components of Advertisements on Brand Attitudes and Attitude Toward the Ad», Journal of Consumer Research, 13, 1, 12–24.
47.
OkechukuC. (1992), «The Relationships of Prior knowledge and Involvement to Advertising Recall and Evaluation», International Journal of Research in Marketing, 9, 2, 115–130.
48.
OlsonJ. C.MitchellA. A. (1975), «The Process of Attitude Acquisition: The Value of a Development Approach to Consumer Research», in Advances in Consumer Research, Vol. 6, WilkieWilliam, ed. Ann Arbor, MI: Association for Consumer Research, 269–275.
49.
PettyR.E.CacioppoJ. T. (1981), Attitudes and Persuasion: Classic and Contemporary Approaches, Dubuque, I.A.: Wm. C. Brown.
50.
PettyR.E.CacioppoJ.T.SchumannD. (1983). «Central and Peripheral Routes to Advertising Effectiveness», Journal of Consumer Research, Vol. 10, 1, 135–146.
51.
PettyR.E.CacioppoJ.T. (1989), «The Elaboration Likelihood Model: The Role of Affect and Affect-laden Information Processing in Persuasion, in Cognitive and Affective Response to Advertising, CafferataP.TyboutAlice, eds., Lexington Books, 69–90.
52.
PietersR.G.van RaaijW.F. (1988), «Functions and Management of Affect: Applications to economic behavior», Journal of Economic Psychology, 9, 3, 251–282.
53.
ShimpT. (1981), «Attitude toward the ad as a mediator of consumer brand choice», Journal of Advertising, 10, 2, 9–15.
54.
SiegelS.CastellanN.J. (1988), «Nonparametric Statistics for the behavioral Sciences», McGraw-Hill, International Editions.
55.
SjöbergL.SvenssonE.PerssonL.-O. (1979), «The Measurement of Mood», Scandinavian Journal of Psychology, 20, 1–18.
56.
StrazzieriA. (1994), «Mesurer l'implication durable vis-à-vis d'un produit indépendamment du risque perçu», Recherche et Applications en Marketing, 9, 1, 73–91.
57.
van RaaijF., Cognitive and Affective effects of TV advertising on children, in Commercial Television and European Children, edited by WardS.RobertsonT.BrownR., Gower Publishing Company, 1986, 99–109.
58.
Valette-FlorenceP. (1988), «Spécificités et apports des méthodes d'analyse multivariée de la deuxième génération», Recherche et Applications en Marketing, 3, 4, 23–56.
59.
Valette-FlorenceP. (1989), «Conceptualisation et mesure de l'implication», Recherche et Applications en Marketing, 4, 1, 57–78.
60.
WilliamWells D.LeavittC.McConvilleM. (1971), «A Reaction Profile for Commercials», Journal of Advertising Research, 11, 6, 11–17.
61.
ZaichkowskyJ.L. (1985). «Measuring the Involvement Construct», Journal of Consumer Research, Vol. 12, 1, 341–352.
