L'impact de l'ajout de relief sur un support publicitaire d'un produit alimentaire hédoniste

Fanny Thomas (), Bruno Ferreira and Sonia Capelli ()
Additional contact information
Fanny Thomas: MAGELLAN - Laboratoire de Recherche Magellan - UJML - Université Jean Moulin - Lyon 3 - Université de Lyon - Institut d'Administration des Entreprises (IAE) - Lyon
Bruno Ferreira: CRCGM - Centre de Recherche Clermontois en Gestion et Management - UdA - Université d'Auvergne - Clermont-Ferrand I - ESC Clermont-Ferrand - École Supérieure de Commerce (ESC) - Clermont-Ferrand
Sonia Capelli: MAGELLAN - Laboratoire de Recherche Magellan - UJML - Université Jean Moulin - Lyon 3 - Université de Lyon - Institut d'Administration des Entreprises (IAE) - Lyon

Post-Print from HAL

Abstract: In an increasingly competitive world, advertising strategies rely more and more on sensory marketing in order the message to be received by the target. Our paper focuses on the visual and tactile impact following exposition to advertising with embossed design. An experiment combining qualitative observations and quantitative measures is a way to evaluate the impact of the embossed design on the desire to touch, the brand memorization, the intention to buy and the realism of the product representation.

Keywords: embossed design; the desire to touch; advertising media; realism; memorization; relief; envie de toucher; support publicitaire; réalisme; mémorisation. (search for similar items in EconPapers)
Date: 2013-09-27
New Economics Papers: this item is included in nep-mkt
Note: View the original document on HAL open archive server: https://univ-lyon3.hal.science/hal-00905570v2
References: Add references at CitEc
Citations:

Published in 9ème Journée AFM du Marketing Agroalimentaire, Sep 2013, montpellier, France

Downloads: (external link)
https://univ-lyon3.hal.science/hal-00905570v2/document (application/pdf)

Related works:
This item may be available elsewhere in EconPapers: Search for items with the same title.

Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text

Persistent link: https://EconPapers.repec.org/RePEc:hal:journl:hal-00905570

Access Statistics for this paper

More papers in Post-Print from HAL
Bibliographic data for series maintained by CCSD ().