Les effets automatiques du parrainage télévisuel sur la marque : étude de la mésattribution de la familiarité, du transfert sémantique et de l'influence des émotions déclenchées par le programme

Abstract

Grâce à une expérimentation, cette recherche étudie les effets non conscients du parrainage de deux programmes quasi identiques, mais de valences affectives différentes, sur l'attitude à l'égard d'une nouvelle marque. Les effets, enregistrés par tests indirects, sont indéniables pour le parrainage du programme gai : avec deux apparitions, celui-ci a un impact positif sur la marque. Le programme triste n'a eu aucun effet : l'intensité des émotions déclenchées aurait provoqué des pensées impertinentes empêchant de mémoriser la marque. Les résultats sont en accord avec le nouveau modèle de la mésattribution de la familiarité. Aucune trace d'un transfert sémantique automatique du programme sur l'image de la marque n'est observée.

L'évolution et l'état de l'art de la recherche internationale sur le parrainage

“…La base théorique des effets d'image est discutée à plusieurs occasions (Baux, 1990 ;Courbet, 2000 ;Ganassali et Didellon, 1996 ;Gwinner, 1997 ;Hoek et alii, 1997 ;Walliser, 1993). Aucune des logiques offertes (comme, par exemple, la théorie de l'apprentissage sans implication, des réponses cognitives, de la dissonance cognitive ou encore du conditionnement émotionnel) n'a prouvé empiriquement sa supério-rité.…”

Non-conscious Effects of Marketing Communication and Implicit Attitude Change: State of Research and New Perspectives

“…The research on the non-conscious effects related to emotional infusion by means of fictitious brands [73] often attempts to work out a frame defining the absence of autonoetic and noetic awareness in connection with exposure. At various levels of noetic awareness of exposure, measured by the memory recall technique, an individual is able to correctly explain the reasons underlying his judgment, saying, for instance, that the brand is high quality a) because he knows it is advertised (low noetic awareness, only recalling a generic exposure context); b) because it is advertised on television (moderate noetic awareness); c) because it was advertised on television, in a given commercial, surrounded by a given emotional context (strong noetic awareness that might produce a contrast effect).…”

“…While studying the impact of TV broadcast sponsorship, Courbet [73]removed all possible memories of the exposure stage when applying the questionnaire in order to record the effects of emotional contexts on the subjects' judgments of sponsors. The program context surrounding the appearance of a new brand impacts on the attitude towards the brand for a week after exposure, while subjects have completely forgotten having seen the brand.…”

The Long-Term Effects of E-Advertising: The Influence of Internet Pop-ups Viewed at a Low Level of Attention in Implicit Memory

“…The implicit memory is manifested when the accomplishment of a task (here, judging the brand) is facilitated or influenced by a previous event that the subject has forgotten (exposure to the advertising; Roediger, 1990). In the present research, we are interested in cognitive, affective, and conative effects in implicit memory, that is why, in the remainder of this article, we will refer to the experimental context as the ''implicit-effects context'' (Courbet, 2000). In an implicit-effects context similar to conditions of everyday life, the first objective of the present research was to study and compare the effects of three types of pop-ups for a brand containing either (a) the brand logo by itself, (b) the logo with the product category represented in words, and (c) the logo with the product category represented with an image.…”