Sonia Capelli

La légitimité d'une communication sociétale : le rôle de l'annonceur

Le concept de légitimité dun annonceur à communiquer pour une cause comporte trois facettes: la légitimité historique, celle des objectifs poursuivis et celle des moyens. Une étude qualitative par des cartes cognitives et une expérimentation permettent de valider cette conception dans le cas des messages publicitaires menaçants.

Faire rire ou faire peur ? Le rôle modérateur de l'attractivité de la source et de ses habitudes de communication lors d'une campagne électorale

Cet article compare lefficacité de deux procédés dexécution, lhumour et la menace, en fonction de deux caractéristiques de la source, son niveau dattractivité et ses habitudes de communication. Un corpus dhypothèses est formulé et testé à laide dune expérimentation inter-sujets, dans le cadre de la communication politique des élections présidentielles françaises de 2007. Les résultats mettent en avant le rôle modérateur de lattractivité du candidat sur lattitude envers le message. Lhumour est plus efficace que la menace quand le message sadresse aux sympathisants et aux indécis. Au contraire, la menace produit une meilleure attitude envers le message chez les opposants au candidat. Les habitudes perçues de communication du candidat — perception de lutilisation antérieure du procédé par le candidat — modèrent également lefficacité du message. Lhumour est plus efficace lorsquil est utilisé ponctuellement, tandis que la menace est recommandée pour une stratégie de communication à plus long terme.

Using Humor or Fear Appeal: The Moderating Role of the Source's Attractiveness and the Source's Communication Habits in an Electoral Campaign

This research compares the impact of two advertising tactics, humor versus fear appeals, according to the moderating effects of two characteristics of the source: Attractiveness and communication habits. A set of hypotheses is proposed and tested using a between-subject experiment in the context of the 2007 French presidential election. Results show a moderating effect of source attractiveness on attitude toward the ad. Humor should be favored over fear when the message targets undecided voters or supporters, whereas fear should be favored when the message targets opponents. Perceived communication habits - perceived previous use of the advertising tactic by the candidate – also moderate message effectiveness such as humor is more effective when it is seldom used by the candidate, whereas fear is more effective when it is used on a regular basis.

Corporate Social Responsibility Communication Effects: A Comparison between Investor-Owned Banks And Member-Owned Banks

ABSTRACT For companies, communicating about socially responsible activities does not always lead to benefits. This article aims to contribute to a better understanding of the conditions in which such communications are valuable. The authors investigated the effect of corporate social responsibility (CSR) communication on purchasing intentions, according to the focal companys governance. Mentioning its member-owned business status in a CSR message increased the efficacy of that communication, because of positive general attitudes toward these organizations, and it reinforced the impact of the CSR communication on purchase intentions. For investor-owned businesses, both CSR and quality-based messages induced similar purchase intentions.

L’effet du nombre d’images d’ingrédients sur l’évaluation de l’emballage et le choix du produit

Résumé Dans le contexte très concurrentiel du marché des produits alimentaires, les consommateurs peuvent rencontrer des difficultés à traiter en profondeur les informations présentées sur un emballage. Cette recherche examine comment le nombre d’ingrédients représentés sur un emballage, outre la représentation du produit entier, influence son efficacité en fonction de la motivation du consommateur (via la faim), de son opportunité (via la charge cognitive) et de sa capacité (via le besoin de cognition : Need For Cognition –NFC) à traiter l’information. Trois études démontrent que, sous charge cognitive élevée, les emballages présentant plusieurs ingrédients induisent plus d’imagerie mentale gustative, ce qui accroît l’intention d’achat et améliore l’évaluation du goût du produit. Pour les consommateurs à NFC élevé (vs. faible), sous forte charge cognitive, l’emballage qui n’illustre pas d’ingrédient (vs. 5 ingrédients) est préféré lorsque les consommateurs sont motivés par la faim. Sous faible charge cognitive et quel que soit le NFC, l’information est traitée de façon centrale et l’évaluation ne dépend pas du nombre d’images d’ingrédients représentées.

Region brand legitimacy: towards a participatory approach involving residents of a place

ABSTRACT Places have started to adapt commercial branding tactics. But how do stakeholders perceive such practices? Drawing on survey data from French residents, we analyse the advertising legitimacy of a place brand and its influence on the effectiveness of marketing communications in the context of region branding. The results confirm that advertising legitimacy mediates the relationship between exposure to an advertisement and its efficiency. The place brand is more legitimate when advertisements target firms, residents or tourists than when they promote local products through co-branding. We highlight a new expression of democratic legitimacy: a process adapted to hybrid (public–private) organizations.

The congruency between the container and the content: should we texture everything to seduce the consumer?

This study examines the effects of congruency between the texture of the packaging and the texture of the product. Three experiments on chocolate tasting reveal that when the texture of the product is not congruent with the texture of the packaging, this leads to a disconfirmation of expectations and a lower evaluation of the taste of chocolate.

Touching but with the Eyes Only! The Effectiveness of Textured Packaging and the Moderating Effect of Previous Tactile Stimulation

This study analyses the effectiveness of textured packaging and the moderating roles of tactile stimulation and an individual level variable, the NFT instrumental dimension. We show that touching a first product can fulfill the need for touch and potentially decrease or suppress the visual effect of texture of subsequent products.

Does CSR means performance for consumers? An implicit study in the field of banking

Our study aims at understanding the consumers’ implicit attitudes toward banking brands, in particular in testing if consumers oppose CSR and performance when considering those brands, depending on their kind of governance. We conducted two experiments with implicit measures. Our results emphasize that from the consumer’s point of view, banks which are perceived to be socially responsible are also perceived to be less efficient in the commercial area. However, the two experiments support the notion that cooperative governance manages to conciliate these two notions of solidarity and performance more effectively.

Communication in Relief: Should We Embosse the Brand or the Product?

Our communication focuses on the impact of relief vs smooth advertising poster by manipulating the relief element: the brand and/or product picture. Adding relief on an advertising medium should lead to more haptic contacts with the medium and increase persuasion its impact. Moreover, a food product picture in relief should increase the desire to eat while the relief brand should enhance brand recall. The presence of relief on a product causes more haptic contacts with the advertising medium but this is not the case when the brand is in relief. Adding relief on the product or the brand leads to more haptic contacts with smooth advertising media competitors. Via an experiment (n=193) we show that the presence of relief on a product causes more haptic contacts with the advertising medium but this is not the case when the brand is in relief. Adding relief on the product or the brand leads to more haptic contacts with smooth advertising media competitors. Adding relief to the product image seems to be the best choice. Indeed, it enhances brand preference. At the opposite, the relief brand decreases the consumed quantity of product and incites touching competitive smooth media without enhancing brand preference or recall. Moreover our results do not conclude to a reinforcement effect between relief product picture and relief brand name, inviting to relief only one of them.