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Le traitement de l’information publicitaire contre-attitudinale : analyse des effets des orientations régulatrices du message et du consommateur

Abstract : Many studies in cognitive psychology and marketing have tried to understand consumer reaction to counterattitudinal advertising. The literature is dominated by two streams. The first one is focused on the response of individuals from sociocognitive models, whereas the second stream, less developed, is focused on advertising inferences developed by the consumer following an attempt at persuasion. Most of the previous studies only consider a fraction of motivational system to justify the reaction of individuals to counterattitudinal messages. The literature review emphasizes the importance of mobilizing the theory of regulatory focus to better understand the processing of counterattitudinal information by consumers. In this sense, the conceptual model and hypotheses were developed and empirically tested on a sample of 190 consumers. The results indicates that there is an impact of regulatory focus of messages and self regulatory focus on the processing of counterattitudinal information. Regulatory fit has improved the efficiency of the persuasion only in the case of promotion oriented message. Furthermore, analyses have reaffirmed the role of affective commitment that triggers a defensive motivation and strengthens consumers resistance to persuasion on a competing brand. Academic and managerial implications were developed, along with recommendations for future research directions
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https://hal.univ-lorraine.fr/tel-03010000
Contributor : Anis Chtourou <>
Submitted on : Tuesday, November 17, 2020 - 3:12:33 PM
Last modification on : Wednesday, November 18, 2020 - 3:27:04 AM

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  • HAL Id : tel-03010000, version 1

Citation

Anis Chtourou. Le traitement de l’information publicitaire contre-attitudinale : analyse des effets des orientations régulatrices du message et du consommateur. Gestion et management. université de lille 1, 2013. Français. ⟨tel-03010000⟩

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