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L'impact de l'ajout de relief sur un support publicitaire d'un produit alimentaire hédoniste

Author

Listed:
  • Fanny Thomas

    (Laboratoire de Recherche Magellan - UJML - Université Jean Moulin - Lyon 3 - Université de Lyon - Institut d'Administration des Entreprises (IAE) - Lyon)

  • Bruno Ferreira

    (CRCGM - Centre de Recherche Clermontois en Gestion et Management - UdA - Université d'Auvergne - Clermont-Ferrand I - ESC Clermont-Ferrand - École Supérieure de Commerce (ESC) - Clermont-Ferrand)

  • Sonia Capelli

    (Laboratoire de Recherche Magellan - UJML - Université Jean Moulin - Lyon 3 - Université de Lyon - Institut d'Administration des Entreprises (IAE) - Lyon)

Abstract

In an increasingly competitive world, advertising strategies rely more and more on sensory marketing in order the message to be received by the target. Our paper focuses on the visual and tactile impact following exposition to advertising with embossed design. An experiment combining qualitative observations and quantitative measures is a way to evaluate the impact of the embossed design on the desire to touch, the brand memorization, the intention to buy and the realism of the product representation.

Suggested Citation

  • Fanny Thomas & Bruno Ferreira & Sonia Capelli, 2013. "L'impact de l'ajout de relief sur un support publicitaire d'un produit alimentaire hédoniste," Post-Print hal-00905570, HAL.
    • Handle: RePEc:hal:journl:hal-00905570
    Note: View the original document on HAL open archive server: https://univ-lyon3.hal.science/hal-00905570v2
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    File URL: https://univ-lyon3.hal.science/hal-00905570v2/document
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