IDEAS home Printed from https://ideas.repec.org/p/hal/journl/hal-02018931.html
   My bibliography  Save this paper

L'influence de la publicité comparative sur la mémorisation et les attitudes: Expérimentation dans le contexte français

Author

Listed:
  • C. Dianoux

    (UPVM - Université Paul Verlaine - Metz)

  • J.-L. Herrmann

Abstract

A partir des résultats d'une expérimentation qui a consisté à exposer un échantillon de près de 500 étudiants à trois types d'annonces publicitaires (comparative directe, comparative indirecte, et non comparative) pour deux produits (ordinateur et dentifrice) insérées dans un folder, cette recherche étudie l'influence de la publicité comparative dans le contexte français sur les niveaux de réponse mémoriel et attitudinal du consommateur. Elle tend à montrer que la publicité comparative directe n'engendre pas une meilleure mémorisation de la marque vantée, mais produit des attitudes plus favorables à l'égard de la marque vantée que la publicité comparative indirecte ou non comparative.

Suggested Citation

  • C. Dianoux & J.-L. Herrmann, 2001. "L'influence de la publicité comparative sur la mémorisation et les attitudes: Expérimentation dans le contexte français," Post-Print hal-02018931, HAL.
    • Handle: RePEc:hal:journl:hal-02018931
    DOI: 10.1177/076737010101600203
    as

    Download full text from publisher

    To our knowledge, this item is not available for download. To find whether it is available, there are three options:
    1. Check below whether another version of this item is available online.
    2. Check on the provider's web page whether it is in fact available.
    3. Perform a search for a similarly titled item that would be available.

    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:journl:hal-02018931. 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.

    We have no bibliographic references for this item. You can help adding them by using 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.