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Une méta-analyse du choix du consommateur et de la publicité subliminale

Author

Listed:
  • C. Trappey

    (NCTU - National Chiao Tung University)

Abstract

Une méta-analyse est utilisée pour démontrer l'inefficacité de la publicité subliminale à influencer le choix du consommateur. Une revue de la littérature est effectuée pour montrer que la taille de l'échantillon et l'importance de l'effet sont rarement utilisées pour évaluer si les stimuli marketing subliminaux influencent efficacement le comportement de choix du consommateur. Les résultats de la méta-analyse indiquent qu'il y a très peu d'effet. Le coefficient obtenu avait une valeur r = 0,0585, ce qui situe l'efficacité de la publicité subliminale sur le choix entre l'impact de l'aspirine sur les arrêts cardiaques et la relation entre l'abus d'alcool et un séjour en tant que soldat au Vietnam (Rosenthal, 1990).

Suggested Citation

  • C. Trappey, 1997. "Une méta-analyse du choix du consommateur et de la publicité subliminale," Post-Print hal-02016841, HAL.
    • Handle: RePEc:hal:journl:hal-02016841
    as

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    Cited by:

    1. Philippe Mouillot, 2007. "Subliminal Suggestion: The Challenge of Clinical Experimentation," Post-Print hal-04035789, HAL.

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