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Logic, Imitation and Feelings: Doors of Advertising Persuasion in Interaction
[Logique, imitation et sentiments: des portes de persuasion publicitaire en interaction]

Author

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  • Douniazed Filali Boissy

    (ICN Business School, CEREFIGE - Centre Européen de Recherche en Economie Financière et Gestion des Entreprises - UL - Université de Lorraine)

Abstract

The research of persuasion effect is in constant evolution in the field of communication. The LISA model of Debraix and Grégory (2004) combines various forms of response to advertising influencing each other according to the principles of interaction and simultaneity. This article examines the links between the process of persuasion "Logic", "Imitation" and "Feelings" of this model through an empirical study. It highlights the simultaneous effect of interactions between these mechanisms and brings a better understanding of this under-explored model. The conceptual framework has been developed, the experimentation underlined and the results and the future paths of research are presented.

Suggested Citation

  • Douniazed Filali Boissy, 2020. "Logic, Imitation and Feelings: Doors of Advertising Persuasion in Interaction [Logique, imitation et sentiments: des portes de persuasion publicitaire en interaction]," Post-Print hal-02973000, HAL.
    • Handle: RePEc:hal:journl:hal-02973000
    DOI: 10.3917/resg.136.0159
    as

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