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Implicit Social Cognition: A framework for the analysis of the advertising effect process in an electronic context


 
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1. Titre Titre du document Implicit Social Cognition: A framework for the analysis of the advertising effect process in an electronic context
 
2. Créateur Nom de l'auteur, affiliation, pays Abdellah NOUIB; Professor at the Faculty of Economics and Management - GUELMIM Researcher Laboratory : MIRA FEG Guelmim,LASMO ENCG-Settat and L-QUALIMAT-GRTE UCA Marrakech; MAROC
 
2. Créateur Nom de l'auteur, affiliation, pays Redouane MOUBARIK; Professor-researcher at ENCG– Cadi Ayyad University, Marrakech Doctor in Management Sciences- University Cadi Ayyad, Marrakech Member of the research laboratory L-QUALIMAT GRTE Gmail: redouane.moubarik@gmail.com; MAROC
 
2. Créateur Nom de l'auteur, affiliation, pays SAID EL GANICH; Professor-researcher at ENCG Béni Mellal Researcher Laboratory :, LGS,Université Sultane Moulay Slimane Béni Mellal et LASMO ENCG-Settat Mail :
 
3. Sujet Discipline(s)
 
3. Sujet Mot(s)-clé(s) Keywords: Advertising effect, Hierarchy of effects Model, Individual Antecedents, Contextual Antecedents, Implicit Consequences, Explicit Consequences, Emotional Attitudes, Memorisation, Reactions, Experimental design, Screening designs.
 
4. Description Résumé

Despite the importance attached to the unconscious advertising influence in fields of social psychology and the media communication, rare are research in marketing which clarified this phenomenon of reception, especially in its electronic context. The advent of the new ways of the influence, in this particular context, increases the primacy of the implicit effect (e.g. Zajonc, 1968). Several models and theories resulting from the other disciplinary fields preach a very rich crossroads of knowledge, and being used to explain the process of the advertising effect with its new forms.

After having carried out a theoretical exploration in fields of social psychology and media communication, and marketing obviously, the objective of this research is to propose a framework of analysis of all process of the advertising influence, by the means of these various ways, implicit and explicit. It is a question of studying the antecedents of the strategies of information processing of the advertising formats in electronic context, and of the consequences, which result from it.

In this article, we will present the results of our theoretical exploration of the fields of social psychology and media communication, to explain the process of the advertising effect.

 

 

 

 

 

 
 
5. Éditeur Agence organisatrice, lieu
 
6. Contributeur Commanditaire(s) USMS
 
7. Date (AAAA-MM-JJ) 07-12-2022
 
8. Type Statut & genre Article évalué par les pairs
 
8. Type Type
 
9. Format Format de fichier PDF
 
10. Identifiant URI https://revues.imist.ma/index.php/REINNOVA/article/view/36208
 
10. Identifiant Digital Object Identifier (DOI) https://doi.org/10.34874/IMIST.PRSM/reinnova-v5i17.36208
 
11. Source Titre de revue/conférence; vol., no. (année) REVUE DE L’ENTREPRENEURIAT ET DE L’INNOVATION; Vol. 5, No 17 (2022)
 
12. Langue Français=fr fr
 
13. Relation Fichiers supp.
 
14. Couverture Localisation géo-spatiale, période chronologique, échantillon de recherche (sexe, âge, etc.)
 
15. Droits Droit d'auteur et autorisations Tous droits réservés (c) 2022 REVUE DE L’ENTREPRENEURIAT ET DE L’INNOVATION