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Introduction. -La majorité des études ayant recours au paradigme de la communication engageante vise l'obtention de requêtes dont la nature reste essentiellement pro-sociale. Objectif. -L'objectif de cette recherche vise à évaluer l'importance de la cible d'une stratégie de communication engageante (centrée sur soi vs. autrui) et sa plus grande efficacité comparativement à la communication persuasive au regard d'une problématique contreattitudinale : la réduction de la vitesse des conducteurs de deux-roues motorisés (2RM). Méthode. -Cent seize conducteurs de 2RM sont aléatoirement placés dans quatre conditions expérimentales : communication engageante centrée sur soi, communication engageante centrée sur autrui, communication persuasive, condition contrôle. Résultats. -La communication engageante centrée sur soi permet d'accroître plus fortement l'intention comportementale relative à une requête problématique par rapport à la communication engageante centrée sur autrui ou la communication persuasive. Conclusion. -Les perspectives de recherches proposées en guise de conclusion appellent une réflexion plus large sur la conception et l'évaluation des campagnes de prévention ayant recours au paradigme de la communication engageante.

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The paradigm of binding communication combines knowledge taken from persuasive communication and the theory of commitment. Conceptually, the paradigm entails performing a low-stakes act and exposure to a persuasive message. In doing so, the likelihood of achieving an effect on behavior is much greater than for strategies solely based on one or the other of these components. However, there is no consensus on the best sequentiality of the binding communication paradigm: traditional usage suggests that the act must be preparatory (meaning prior to the message) while others follow different sequences (during or after the message). The goal of this study is to reveal whether a sequentiality of the paradigm should be preferred to induce motorized two-wheeler drivers (TWD) to reduce their speed. It also aims to confirm the greater efficacy of the binding communication paradigm over commitment or persuasion alone. Results show that TWD placed in the traditional binding communication condition express the greatest intention to reduce their speed and to do so on a larger scale in terms of km/h. In addition, binding communication confirms in a general manner that a combined approach is more effective than either persuasive communication or a pledged commitment alone.

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