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Perception d'une annonce créative par le consommateur: construction d'une échelle de mesure et impact sur le processus de persuasion publicitaire

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  • M. Mercanti-Guerin

    (DMSP - Dauphine marketing, stratégie, prospective - Université Paris Dauphine-PSL - PSL - Université Paris Sciences et Lettres, DRM - Dauphine Recherches en Management - Université Paris Dauphine-PSL - PSL - Université Paris Sciences et Lettres - CNRS - Centre National de la Recherche Scientifique, UEVE - Université d'Évry-Val-d'Essonne)

Abstract

L'objet de cet article est de clarifier la perception de la créativité publicitaire. Alors que la créativité en publicité est actuellement mesurée par les professionnels du secteur, notre démarche s'appuie sur les jugements des consommateurs (créativité perçue). Notre première étude est constituée d'entretiens qualitatifs exploratoires permettant de mieux cerner la vision implicite des consommateurs en matière de créativité publicitaire. La seconde étude nous a permis de développer une échelle de mesure de la créativité publicitaire perçue. Les publicités perçues comme créatives par le consommateur comporteraient trois dimensions: la nouveauté, la complexité et l'esthétique. La nouveauté correspond à l'association de stimuli à la fois inattendus et pertinents par rapport au message publicitaire. La complexité est associée à un message publicitaire riche de significations multiples. L'esthétique a trait au design spécifique des publicités créatives. Notre recherche permet une meilleure compréhension de la perception de la créativité par les consommateurs, et offre la possibilité pour les praticiens d'améliorer la créativité de leurs campagnes.

Suggested Citation

  • M. Mercanti-Guerin, 2008. "Perception d'une annonce créative par le consommateur: construction d'une échelle de mesure et impact sur le processus de persuasion publicitaire," Post-Print hal-02054971, HAL.
    • Handle: RePEc:hal:journl:hal-02054971
    DOI: 10.1177/076737010802300404
    Note: View the original document on HAL open archive server: https://hal.science/hal-02054971
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    References listed on IDEAS

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