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Le rôle des émotions sur l'attitude envers la marque (Ab): pour une médiation totale de l'attitude envers le message (Aad)

Author

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  • Virginie de Barnier

    (EDHEC - EDHEC Business School)

Abstract

À la différence des recherches étudiant les émotions en tant que concept global, ce travail examine les effets de trois dimensions d'émotions (le plaisir, le contrôle et l'éveil) sur l'attitude envers le message (Aad) et l'attitude envers la marque (Ab), mesurée avant (Ab prior) et après (Ab post) l'exposition au message publicitaire. L'analyse des données montre que les émotions n'ont pas un rôle uniforme dans la persuasion publicitaire et que leurs effets sur l'attitude envers le message (Aad) et l'attitude envers la marque (Ab) dépendent de la dimension d'émotion étudiée.

Suggested Citation

  • Virginie de Barnier, 2002. "Le rôle des émotions sur l'attitude envers la marque (Ab): pour une médiation totale de l'attitude envers le message (Aad)," Post-Print hal-02020617, HAL.
    • Handle: RePEc:hal:journl:hal-02020617
    DOI: 10.1177/076737010201700306
    as

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