Nos valeurs individuelles : des référents pour la perception de messages publicitaires (notice n° 743805)
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| 000 -LEADER | |
|---|---|
| fixed length control field | 02824cam a2200289 4500500 |
| 005 - DATE AND TIME OF LATEST TRANSACTION | |
| control field | 20250123092037.0 |
| 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 | Rouvrais-Charron, Chantal |
| Relator term | author |
| 245 00 - TITLE STATEMENT | |
| Title | Nos valeurs individuelles : des référents pour la perception de messages publicitaires |
| 260 ## - PUBLICATION, DISTRIBUTION, ETC. | |
| Date of publication, distribution, etc. | 2005.<br/> |
| 500 ## - GENERAL NOTE | |
| General note | 39 |
| 520 ## - SUMMARY, ETC. | |
| Summary, etc. | RésuméOrganisées en système dans l’esprit, les valeurs résultent d’influences culturelles et sociétales. Internalisées par chacun, les valeurs renferment un caractère abstrait et normatif ; elles s’associent à des schémas culturels, à des conceptions du monde. Dans le processus de persuasion publicitaire, le système de valeurs individuelles assumerait, en amont, une fonction de filtre perceptuel. Les résultats d’une enquête testant quatre publicités (informatives vs émotionnelles) de marque inconnue attestent la contribution des valeurs individuelles dans la formation de l’attitude envers l’annonce et de l’attitude envers la marque, quel que soit le trait dominant de l’annonce. Ils prouvent également qu’il est important pour les annonceurs de s’assurer de la congruence ou non entre la signification véhiculée par les éléments du message publicitaire et le sens des valeurs du récepteur dans le cadre de pré-tests et/ou de post-tests publicitaires, afin de le persuader au mieux. |
| 520 ## - SUMMARY, ETC. | |
| Summary, etc. | Organized system in the human mind, the values are result of cultural and social influences. Integrated by each one of us, the individual values contain an abstract and normative character ; they are compared to cultural schemes, to conceptions of the world. In the advertising process, the system of individual values will play the role, initially, of a perceptual filter. The results of the survey, testing four ads (informative vs emotional) of unknown brand, illustrate the contribution of individual values in the development of the attitude toward the ad and the attitude toward the brand, for any given advertisement. They also prove that it is important for advertisers to ensure the consistency or non-consistency of the meaning carried by the elements of the advertisement and the values of the recipient, within the terms of reference of advertising pre-tests or/and post-tests, to persuade him better. |
| 690 ## - LOCAL SUBJECT ADDED ENTRY--TOPICAL TERM (OCLC, RLIN) | |
| Topical term or geographic name as entry element | attitude |
| 690 ## - LOCAL SUBJECT ADDED ENTRY--TOPICAL TERM (OCLC, RLIN) | |
| Topical term or geographic name as entry element | filtre perceptuel |
| 690 ## - LOCAL SUBJECT ADDED ENTRY--TOPICAL TERM (OCLC, RLIN) | |
| Topical term or geographic name as entry element | valeurs individuelles |
| 690 ## - LOCAL SUBJECT ADDED ENTRY--TOPICAL TERM (OCLC, RLIN) | |
| Topical term or geographic name as entry element | mécanisme de persuasion |
| 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 | mechanism of persuasion |
| 690 ## - LOCAL SUBJECT ADDED ENTRY--TOPICAL TERM (OCLC, RLIN) | |
| Topical term or geographic name as entry element | attitude |
| 690 ## - LOCAL SUBJECT ADDED ENTRY--TOPICAL TERM (OCLC, RLIN) | |
| Topical term or geographic name as entry element | advertisement |
| 690 ## - LOCAL SUBJECT ADDED ENTRY--TOPICAL TERM (OCLC, RLIN) | |
| Topical term or geographic name as entry element | individual values |
| 690 ## - LOCAL SUBJECT ADDED ENTRY--TOPICAL TERM (OCLC, RLIN) | |
| Topical term or geographic name as entry element | perceptual filter |
| 786 0# - DATA SOURCE ENTRY | |
| Note | Market Management | 5 | 1 | 2005-03-01 | p. 71-91 | 1779-3572 |
| 856 41 - ELECTRONIC LOCATION AND ACCESS | |
| Uniform Resource Identifier | <a href="https://shs.cairn.info/revue-market-management-2005-1-page-71?lang=fr&redirect-ssocas=7080">https://shs.cairn.info/revue-market-management-2005-1-page-71?lang=fr&redirect-ssocas=7080</a> |
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