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Notes sur la persuasion subliminale : Quelques acquis de la recherche marketing pour éclairer un mythe

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  • P. Gregory

    (Université de Lille, Sciences et Technologies)

Abstract

Les dernières années de la décennie 1980 et les premières années de la décennie 1990 ont été marquées par les progrès de la recherche en communication persuasive. Mieux comprendre la part prise par les émotions suscitées par les messages dans l'efficacité de la publicité, le rôle des traces perceptives et des stimuli non-verbaux au moment de la prise de décision d'achat permet de revisiter le domaine controversé de la persuasion subliminale. Cet article s'efforce de clarifier les concepts de stimulus subliminal, de perception et de persuasion subliminales, puis de concilier les conclusions diamétralement opposées des psychologues et des chercheurs en marketing sur les effets possibles des stimuli qui ne dépassent pas le seuil de conscience. Il présente les développements sous forme didactique pour pouvoir servir, aussi directement que possible, de base aux enseignants qui souhaitent actualiser leurs cours sur ce sujet.

Suggested Citation

  • P. Gregory, 1993. "Notes sur la persuasion subliminale : Quelques acquis de la recherche marketing pour éclairer un mythe," Post-Print hal-02016023, HAL.
    • Handle: RePEc:hal:journl:hal-02016023
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