Faced with an abundance of advertising messages, Internet users allocate only minimal cognitive resources to advertising. What are the effects of pop-up ads for a new brand viewed at low-level attention, and then measured when the Internet users have forgotten having seen them? In the theoretical context of processing fluency and implicit memory, the experiment (n = 398) studied the effects of repeated brief exposure to different types of content (words/image) in pop-up ads 7 days and 3 months after exposure.The results show the overall positive effects of the pop-ups, the superiority of the image over words for effects on attitude toward the brand and the purchase intentions; but the words produce more semantic effects than the image.
The article shows that many psychological effects of the marketing communication, sometimes called "non-conscious effects", really produce implicit attitude changes. We show that the theoretical and methodological framework of implicit attitude is well adapted to study these effects and to open new perspectives to study the persuasion in a marketing communication context. On the basis of research conducted within advertising contexts, product placement and TV sponsorship, four types of non-conscious influences are examined: a) non-conscious perception of brands, b) low-attention and forgotten exposures, c) attitude conditioning, d) brand insertion into emotional contexts. While discussing the contributions and limitations of major research methodologies, we highlight new perspectives likely to further the progress of research. We open up new perspectives first to increase the ecological and theoretical validity of methodologies; secondly, to improve the validity of effects measure. At a practical level, we posit that the measures of effects currently used by advertising agencies and advertisers underestimate the effects of marketing communication campaigns. A third research perspective endeavors to better understand the links between implicit and explicit attitudes on the one hand, and behavior on the other hand. The article gives some basis to the field called by some people "neuromarketing".
Purpose -Mass retail in France, as an organizational field, experienced an institutional change when the Dutreil Law was promulgated on August 2, 2005. This new text is the result of a long process through which different groups of opposing logics faced one another. Michel-Edouard Leclerc actively took part in the debate launched about the Galland Law reform. His institutional activism has contributed to this change and he can be qualified, on that account, as an institutional entrepreneur. Anchored in neo-institutional theory, this article contributes to understanding the part played by the institutional entrepreneur in the process of institutional change. Design/methodology/approach -The authors analyze Michel-Edouard Leclerc's discourse on his weblog to characterize the rhetorical strategies he adopts to legitimize change. The analysis is based on the works of the pragmatics of communication and on a detailed semantic analysis of reference fields (Tropes software). Findings -This contribution has enabled the author to stress the part of the institutional entrepreneur in the transformation of an organizational field. The rhetorical strategies implemented here contribute to modifying institutional logic. From a theoretical point of view, this contribution links the neo-institutional approach with entrepreneurship by proposing to define the institutional entrepreneur as an actor pursuing political opportunities. Originality/value -One important advantage of this work is that the authors have offered a methodological framework for studying the discourse of institutional entrepreneurs. The paper proposes empirical operationalization of rhetorical strategies. This contributes to improving the validity of the research because the identification of rhetorical strategies is no longer exclusively related to the researcher's subjective interpretation. The work also has practical implications for the actors: how can their discourse play a part in the institutionalization process?
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