IDEAS home Printed from https://ideas.repec.org/p/hal/gemptp/halshs-00467982.html
   My bibliography  Save this paper

Président, fais moi rire ! La communication politique entre peur et humour

Author

Listed:
  • Sonia Capelli

    (CERAG - Centre d'études et de recherches appliquées à la gestion - UPMF - Université Pierre Mendès France - Grenoble 2 - CNRS - Centre National de la Recherche Scientifique)

  • William Sabadie

    (COACTIS - COnception de l'ACTIon en Situation - UL2 - Université Lumière - Lyon 2 - UJM - Université Jean Monnet - Saint-Étienne)

  • Olivier Trendel

    (MKT - Marketing - EESC-GEM Grenoble Ecole de Management)

Abstract

This research compares the impact of two attention-getting tactics in the context of the last french presidential election: humor versus fear appeals. Borrowing from the marketing communication literature, we propose a set of hypothesis within political communication and test them using a between-subject experiment. As far as attitudes are concerned, results show a moderating effect of political partisanship. Humor should be favored over fear when the message targets undecided voters or supporters whereas fear should be favored when the message targets opponents. Finally, communication habits – previous use of the attention-getting tactic by the candidate – also moderate message effectiveness such as humor is more effective when it is seldom used by the candidate, whereas fear is more effective when it is used on a regular basis.

Suggested Citation

  • Sonia Capelli & William Sabadie & Olivier Trendel, 2009. "Président, fais moi rire ! La communication politique entre peur et humour," Grenoble Ecole de Management (Post-Print) halshs-00467982, HAL.
  • Handle: RePEc:hal:gemptp:halshs-00467982
    Note: View the original document on HAL open archive server: https://shs.hal.science/halshs-00467982
    as

    Download full text from publisher

    File URL: https://shs.hal.science/halshs-00467982/document
    Download Restriction: no
    ---><---

    References listed on IDEAS

    as
    1. Ansolabehere, Stephen D. & Iyengar, Shanto & Simon, Adam, 1999. "Replicating Experiments Using Aggregate and Survey Data: The Case of Negative Advertising and Turnout," American Political Science Review, Cambridge University Press, vol. 93(4), pages 901-909, December.
    2. Scott, Cliff & Klein, David M & Bryant, Jennings, 1990. "Consumer Response to Humor in Advertising: A Series of Field Studies Using Behavioral Observation," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 16(4), pages 498-501, March.
    3. Batra, Rajeev & Ray, Michael L, 1986. "Affective Responses Mediating Acceptance of Advertising," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 13(2), pages 234-249, September.
    4. Stayman, Douglas M & Aaker, David A, 1988. "Are All the Effects of Ad-Induced Feelings Mediated by A(subscript)Ad?," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 15(3), pages 368-733, December.
    5. Kahn, Kim Fridkin & Kenney, Patrick J., 1999. "Do Negative Campaigns Mobilize or Suppress Turnout? Clarifying the Relationship between Negativity and Participation," American Political Science Review, Cambridge University Press, vol. 93(4), pages 877-889, December.
    6. Edell, Julie A & Burke, Marian Chapman, 1987. "The Power of Feelings in Understanding Advertising Effects," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 14(3), pages 421-433, December.
    Full references (including those not matched with items on IDEAS)

    Most related items

    These are the items that most often cite the same works as this one and are cited by the same works as this one.
    1. Sonia Capelli & William Sabadie & Olivier Trendel, 2009. "Président, fais moi rire ! La communication politique entre peur et humour," Post-Print halshs-00467982, HAL.
    2. Erevelles, Sunil, 1998. "The Role of Affect in Marketing," Journal of Business Research, Elsevier, vol. 42(3), pages 199-215, July.
    3. Coulter, Keith S. & Punj, Girish, 1999. "Influence of Viewing Context on the Determinants of Attitude Toward the Ad and the Brand," Journal of Business Research, Elsevier, vol. 45(1), pages 47-58, May.
    4. Pham, Michel Tuan & Geuens, Maggie & De Pelsmacker, Patrick, 2013. "The influence of ad-evoked feelings on brand evaluations: Empirical generalizations from consumer responses to more than 1000 TV commercials," International Journal of Research in Marketing, Elsevier, vol. 30(4), pages 383-394.
    5. Yoo, Changjo & MacInnis, Deborah, 2005. "The brand attitude formation process of emotional and informational ads," Journal of Business Research, Elsevier, vol. 58(10), pages 1397-1406, October.
    6. Holak, Susan L. & Havlena, William J., 1998. "Feelings, Fantasies, and Memories: An Examination of the Emotional Components of Nostalgia," Journal of Business Research, Elsevier, vol. 42(3), pages 217-226, July.
    7. Wen Zhang & Daniel R. Fesenmaier, 2018. "Assessing emotions in online stories: comparing self-report and text-based approaches," Information Technology & Tourism, Springer, vol. 20(1), pages 83-95, December.
    8. Raphaël Soubeyran, 2009. "Contest with attack and defense: does negative campaigning increase or decrease voter turnout?," Social Choice and Welfare, Springer;The Society for Social Choice and Welfare, vol. 32(3), pages 337-353, March.
    9. Kirk Kristofferson & Lea Dunn, 2023. "The brand that wasn’t there: The impact of brand displacement on viewer engagement and brand attitude," Journal of the Academy of Marketing Science, Springer, vol. 51(3), pages 716-745, May.
    10. Cotte, June & Coulter, Robin A. & Moore, Melissa, 2005. "Enhancing or disrupting guilt: the role of ad credibility and perceived manipulative intent," Journal of Business Research, Elsevier, vol. 58(3), pages 361-368, March.
    11. Carmen Berne-Manero & Mercedes Marzo-Navarro, 2020. "Exploring How Influencer and Relationship Marketing Serve Corporate Sustainability," Sustainability, MDPI, vol. 12(11), pages 1-19, May.
    12. Marc Roy, 2014. "Measuring Emotional Responses to TV Commercials: The Warmth Monitor Modernized," International Journal of Business and Social Research, MIR Center for Socio-Economic Research, vol. 4(12), pages 63-69, December.
    13. Zha, Dongmei & Marvi, Reza & Foroudi, Pantea, 2023. "Synthesizing the customer experience concept: A multimodularity approach," Journal of Business Research, Elsevier, vol. 167(C).
    14. Ying-Kai Liao & Wann-Yih Wu & Thi-That Pham, 2020. "Examining the Moderating Effects of Green Marketing and Green Psychological Benefits on Customers’ Green Attitude, Value and Purchase Intention," Sustainability, MDPI, vol. 12(18), pages 1-19, September.
    15. Rodríguez-Molina, M.A. & Frías-Jamilena, D.M. & Castañeda-García, J.A., 2015. "The contribution of website design to the generation of tourist destination image: The moderating effect of involvement," Tourism Management, Elsevier, vol. 47(C), pages 303-317.
    16. Yoo, Changjo & Park, Jonghee & MacInnis, Deborah J., 1998. "Effects of Store Characteristics and In-Store Emotional Experiences on Store Attitude," Journal of Business Research, Elsevier, vol. 42(3), pages 253-263, July.
    17. Malhotra, Naresh K., 2005. "Attitude and affect: new frontiers of research in the 21st century," Journal of Business Research, Elsevier, vol. 58(4), pages 477-482, April.
    18. Desai, Kalpesh Kaushik & Mahajan, Vijay, 1998. "Strategic Role of Affect-Based Attitudes in the Acquisition, Development, and Retention of Customers," Journal of Business Research, Elsevier, vol. 42(3), pages 309-324, July.
    19. Massimiliano Landi & Chun Seng Yip, 2006. "Campaign Tactics and Citizens’ Electoral Decisions," Macroeconomics Working Papers 22462, East Asian Bureau of Economic Research.
    20. Sourav Bhattacharya, 2011. "Campaign Rhetoric and the Hide-&-Seek Game," Working Paper 457, Department of Economics, University of Pittsburgh, revised Nov 2012.

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:hal:gemptp:halshs-00467982. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    If CitEc recognized a bibliographic reference but did not link an item in RePEc to it, you can help with this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: CCSD (email available below). General contact details of provider: https://hal.archives-ouvertes.fr/ .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.