Quand « l’instruction à imaginer » fait évoluer la communication sur les vins

Rémi Bréhonnet and Joëlle Lagier
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Rémi Bréhonnet: Sup de Co La Rochelle - Ecole Supérieure de Commerce de la Rochelle - Groupe Sup de Co La Rochelle
Joëlle Lagier: Pôle Jeunes et Pratique Responsable - Rouen Business School - Rouen Business School

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Abstract: When the "instruction to imagine" changes the communication on wines This article investigates the impact of instructions to imagine the wine terroir has on attitude towards advertising and wine brands in the context of the new amendment of Evin law. Emphasis is set on the role played by quantity, vivacity and development of mental images in this type of communication. A quantitative research is carried out on Bordeaux wines. The results highlight the fact that the presence of instructions to imagine wine terroir attributes induces an attitude more favorable towards advertising and brands, compared to an advertisement containing no instructions. This approach allows us to open new perspectives of research in this field not yet investigated, especially in terms of better consumption.

Keywords: instructions to imagine; wines; attitudes; communication.; : instructions à imaginer; vins (search for similar items in EconPapers)
Date: 2019-04-05
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Published in Décisions Marketing, 2019, 93, pp.53-70. ⟨10.7193/DM.093.53.70⟩

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Persistent link: https://EconPapers.repec.org/RePEc:hal:journl:hal-02307809

DOI: 10.7193/DM.093.53.70

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