Article d’une revue nationale ou internationale répertoriée par le HCERES (ACL)COURBET D., FOURQUET-COURBET M.P., KAZAN R. & INTARTAGLIA J. (2014). "The Long-term Effects of E-advertising The Influence of Internet Pop-ups Viewed at a Low Level of Attention in Implicit Memory". Journal of Computer-Mediated Communication , 19 (2), 274-293. (5-years IF : 4.75) doi:10.1111/jcc4.12035
Anciens membre(s) impliqué(s) :
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.
E-advertising ;persuasion ;influence ;mere exposure ;implicit memory ;word ;image
Sur le web : http://onlinelibrary.wiley.com/doi/...
(classée meilleure revue de communication par ISI Thomson : 1/71 sur 5 dernières années)