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Le rôle modérateur de la complexité du traitement des messages sur les effets de la répétition publicitaire

Author

Listed:
  • P. Anand

    (Columbia University [New York])

  • B. Sternthal

Abstract

Cette étude suggère que l'effet, sur l'évaluation de la marque, de l'exposition répétée à la publicité est modéré par la complexité du traitement de l'information véhiculée par le message publicitaire. Elle montre que l'exposition croissante à la publicité favorise l'efficacité du message quand celui-ci est complexe, augmente puis réduit cette efficacité quand le message est modérément complexe, et réduit puis augmente cette efficacité quand le message est simple. Ces résultats tendent à prouver que l'efficacité des messages publicitaires est affectée par le temps de traitement de l'information et le temps consacré à cette tâche.

Suggested Citation

  • P. Anand & B. Sternthal, 1991. "Le rôle modérateur de la complexité du traitement des messages sur les effets de la répétition publicitaire," Post-Print hal-02014408, HAL.
    • Handle: RePEc:hal:journl:hal-02014408
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