Le placement de produits alcoolisés dans les films et son impact sur l'incitation à consommer: le rôle médiateur de l'imagerie mentale

Rémy Bréhonnet, Patrick Gabriel () and Karine Gallopel-Morvan ()
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Rémy Bréhonnet: Sup de Co La Rochelle - Ecole Supérieure de Commerce de la Rochelle - Groupe Sup de Co La Rochelle
Patrick Gabriel: UBO - Université de Brest
Karine Gallopel-Morvan: CREM - Centre de recherche en économie et management - UNICAEN - Université de Caen Normandie - NU - Normandie Université - UR - Université de Rennes - CNRS - Centre National de la Recherche Scientifique

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Abstract: At a time when product placement gives brands a good deal, the placement of alcohol in movies is controversial, the actors of Public Health questioning on its real impact on risky populations incitement to consume. This paper presents a review of literature on this topic and its limits. Then, relying on the research on mental imagery, it proposes a theoretical framework explaining the impact of an alcohol placement in a movie on consumption incitement.

Keywords: Product placement; mental imagery; alcohol; social marketing; Placement de produit; imagerie mentale; alcool; marketing social (search for similar items in EconPapers)
Date: 2012-03-22
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Published in Journées internationales du marketing santé, Mar 2012, Nice, France

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Persistent link: https://EconPapers.repec.org/RePEc:hal:journl:hal-00830130

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