Logic, Imitation and Feelings: Doors of Advertising Persuasion in Interaction

Logique, imitation et sentiments: des portes de persuasion publicitaire en interaction

Douniazed Filali Boissy
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Douniazed Filali Boissy: ICN Business School, CEREFIGE - Centre Européen de Recherche en Economie Financière et Gestion des Entreprises - UL - Université de Lorraine

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Abstract: The research of persuasion effect is in constant evolution in the field of communication. The LISA model of Debraix and Grégory (2004) combines various forms of response to advertising influencing each other according to the principles of interaction and simultaneity. This article examines the links between the process of persuasion "Logic", "Imitation" and "Feelings" of this model through an empirical study. It highlights the simultaneous effect of interactions between these mechanisms and brings a better understanding of this under-explored model. The conceptual framework has been developed, the experimentation underlined and the results and the future paths of research are presented.

Date: 2020
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Published in Recherches en sciences de gestion, 2020, 136 (1), pp.159-182. ⟨10.3917/resg.136.0159⟩

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Persistent link: https://EconPapers.repec.org/RePEc:hal:journl:hal-02973000

DOI: 10.3917/resg.136.0159

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