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Persuasion et attention : étude oculométrique des éléments persuasifs sur internet pour promouvoir les attitudes et comportements pro environnementaux

Abstract : In recent years, the spread of information and communication technologies (ICT) has led to the implementation of persuasion techniques to these materials. These technologies are called "persuasive technologies" to refer to the ICTs used to change attitudes and behaviors (Fogg, 2003). Persuasive technologies field has led the domain of human machine interactions (HMI) and social psychology to meet. Our project is part of this dynamic. Our work is interested in the impact of regular exposure of Internet users to persuasion techniques on the influence process. We have delimited our study area to websites committed to the environment. In our first study, we identified the persuasive elements of the WWF site during inspections by users with different levels of familiarity with persuasion techniques. The results highlight the consistency of the inspections, regardless of the level of familiarity of the participants' persuasive techniques. Our second study is concerned with the persuasive impact of the elements identified during the first study. For this, this second study assesses the attractive, vividity (Nisbett & Ross, 1980) and persuasive dimensions of the elements of the WWF site. For this we studied (1) the attractiveness of the elements identified as persuasive or not (study 1) using the durations and numbers of fixations, (2) the impact of these elements on eco-environmental attitudes, behavioral intentions favorable to the environment as well as (3) the effect of the vividness of the messages on their memorization and attractiveness. The results of this second study highlight participants' favorable attitudes and behavioral intentions following the WWF visit. The persuasive elements, however, do not attract the attention of users more than the unconvincing elements.
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Laura Déléant. Persuasion et attention : étude oculométrique des éléments persuasifs sur internet pour promouvoir les attitudes et comportements pro environnementaux. Psychologie. Université de lorraine, 2020. Français. ⟨NNT : 2020LORR0108⟩. ⟨tel-03009748⟩

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