L’autodérision dans la publicité : rôles positifs de l’humilité de la marque et de l’humour perçu (notice n° 445818)
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| fixed length control field | 04069cam a2200313 4500500 |
| 005 - DATE AND TIME OF LATEST TRANSACTION | |
| control field | 20250121013020.0 |
| 041 ## - LANGUAGE CODE | |
| Language code of text/sound track or separate title | fre |
| 042 ## - AUTHENTICATION CODE | |
| Authentication code | dc |
| 100 10 - MAIN ENTRY--PERSONAL NAME | |
| Personal name | Sabri, Ouidade |
| Relator term | author |
| 245 00 - TITLE STATEMENT | |
| Title | L’autodérision dans la publicité : rôles positifs de l’humilité de la marque et de l’humour perçu |
| 260 ## - PUBLICATION, DISTRIBUTION, ETC. | |
| Date of publication, distribution, etc. | 2022.<br/> |
| 500 ## - GENERAL NOTE | |
| General note | 69 |
| 520 ## - SUMMARY, ETC. | |
| Summary, etc. | • ObjectifsAu cours des dernières années, l’usage de l’autodérision en publicité n’a cessé de croître. Toutefois, peu de travaux académiques y ont prêté attention. Notre recherche contribue ainsi à combler cette lacune. • MéthodologieAu moyen de deux expérimentations, nous testons notre modèle conceptuel en faisant varier le type de marque (une marque fictive et une marque réelle), la catégorie de produits, le support publicitaire (publicité presse et vidéo) et le type d’arguments autocritiques. • RésultatsL’autodérision contribue à l’attribution de valeurs d’humilité à la marque, ce qui affecte subséquemment l’attitude envers la marque. De plus, nous montrons également que cet effet de médiation est modéré par la congruence de la marque avec l’image de soi. • Implications managériales/sociétalesNos résultats offrent de nouvelles perspectives managériales pour soutenir l’adoption de l’autodérision en publicité. L’autodérision constitue une stratégie publicitaire gagnante contribuant à percevoir la marque comme étant humble, et plus particulièrement auprès de consommateurs qui valorisent l’humilité comme un trait structurant de leur propre personnalité. • OriginalitéLes contributions de notre recherche renforcent non seulement la théorisation naissante de l’autodérision et de ses effets dans un contexte publicitaire, mais permettent également de savoir s’il faut investir dans la publicité autodérisoire et auprès de quel public. |
| 520 ## - SUMMARY, ETC. | |
| Summary, etc. | • ObjectivesOver the past few years, there has been an upward trend of brands that make fun of themselves in ads in a tendency called “self-mockery”. As self-mockery has not received much examination in the past, the present study is an effort to fill this void. • MethodBuilding on two controlled experiments, we test our framework using a variety of brands (a fake brand and a real one), product categories, types of self-mocking ads (print as well as video), and types of selfdeprecating argument. • ResultsWe consistently find that self-mocking leads to the brand being perceived as humbler, which consequently affects the evaluation of brand attitude. Additionally, we find that this mediated effect is moderated by brand self-congruity. • Managerial and societal implicationsMarketing managers should consider a self-mocking executional appeal as a valuable brand-building strategy, as self-mockery may trigger brand humility personality trait perceptions, especially among consumers with a higher brand self-congruity. • OriginalityWe open the door to the investigation of an understudied advertising strategy that is popular among practitioners. Thus, we offer several novel contributions to the literature on self-mocking humor and humility. These insights contribute to the burgeoning theorizing on the multifaceted nature and effects of self-mockery in advertising. Apart from adding to literature streams on humor appeal and humility, these insights help answer the managerially relevant question of whether and for whom to invest in self-mocking advertising. |
| 690 ## - LOCAL SUBJECT ADDED ENTRY--TOPICAL TERM (OCLC, RLIN) | |
| Topical term or geographic name as entry element | humilité |
| 690 ## - LOCAL SUBJECT ADDED ENTRY--TOPICAL TERM (OCLC, RLIN) | |
| Topical term or geographic name as entry element | humour perçu |
| 690 ## - LOCAL SUBJECT ADDED ENTRY--TOPICAL TERM (OCLC, RLIN) | |
| Topical term or geographic name as entry element | personnalité de la marque |
| 690 ## - LOCAL SUBJECT ADDED ENTRY--TOPICAL TERM (OCLC, RLIN) | |
| Topical term or geographic name as entry element | publicité |
| 690 ## - LOCAL SUBJECT ADDED ENTRY--TOPICAL TERM (OCLC, RLIN) | |
| Topical term or geographic name as entry element | attitude envers la marque |
| 690 ## - LOCAL SUBJECT ADDED ENTRY--TOPICAL TERM (OCLC, RLIN) | |
| Topical term or geographic name as entry element | autodérision |
| 690 ## - LOCAL SUBJECT ADDED ENTRY--TOPICAL TERM (OCLC, RLIN) | |
| Topical term or geographic name as entry element | brand personality |
| 690 ## - LOCAL SUBJECT ADDED ENTRY--TOPICAL TERM (OCLC, RLIN) | |
| Topical term or geographic name as entry element | brand attitude |
| 690 ## - LOCAL SUBJECT ADDED ENTRY--TOPICAL TERM (OCLC, RLIN) | |
| Topical term or geographic name as entry element | perceived funniness |
| 690 ## - LOCAL SUBJECT ADDED ENTRY--TOPICAL TERM (OCLC, RLIN) | |
| Topical term or geographic name as entry element | self-mockery |
| 690 ## - LOCAL SUBJECT ADDED ENTRY--TOPICAL TERM (OCLC, RLIN) | |
| Topical term or geographic name as entry element | humility |
| 690 ## - LOCAL SUBJECT ADDED ENTRY--TOPICAL TERM (OCLC, RLIN) | |
| Topical term or geographic name as entry element | advertising |
| 786 0# - DATA SOURCE ENTRY | |
| Note | Décisions Marketing | 105 | 1 | 2022-05-04 | p. 11-32 | 0779-7389 |
| 856 41 - ELECTRONIC LOCATION AND ACCESS | |
| Uniform Resource Identifier | <a href="https://shs.cairn.info/revue-decisions-marketing-2022-1-page-11?lang=fr&redirect-ssocas=7080">https://shs.cairn.info/revue-decisions-marketing-2022-1-page-11?lang=fr&redirect-ssocas=7080</a> |
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