De l'émotion-choc à la trace affective: déterminants du succès des campagnes humanitaires "choc"

Jeanne Albouy () and Laurent Bertrandias ()
Additional contact information
Jeanne Albouy: marketing - CRM - Centre de Recherche en Management - UT Capitole - Université Toulouse Capitole - UT - Université de Toulouse - IAE - Institut d'Administration des Entreprises - Toulouse - CNRS - Centre National de la Recherche Scientifique
Laurent Bertrandias: marketing - CRM - Centre de Recherche en Management - UT Capitole - Université Toulouse Capitole - UT - Université de Toulouse - IAE - Institut d'Administration des Entreprises - Toulouse - CNRS - Centre National de la Recherche Scientifique

Post-Print from HAL

Abstract: This paper deals with efficiency's conditions of shocking Charities' campaigns, especially regarding the role of the fear elicited by the advertisement. A quantitative study was carried out on 594 consumers exposed to various fund collection campaigns about fight against hunger. Results underlie action process of fear, in particular the mediation by another affective response: "affective trace", which will be discussed. The features of the request's transmitter and the solution offered in the campaign are also involved in this study and provide a first lighting for creative choices that can be the most appropriate for the success of such campaigns

Keywords: " affective trace"; "advertising efficiency"; " Charities' campaigns"; émotions; trace affective; persuasion publicitaire; campagnes humanitaires; "émotions"; "trace affective"; "persuasion publicitaire"; "campagnes humanitaires" (search for similar items in EconPapers)
Date: 2011-05-18
References: Add references at CitEc
Citations:

Published in 27ème Congrès de l'Association Française du Marketing (AFM), May 2011, Bruxelles, Belgique. pp.12084

There are no downloads for this item, see the EconPapers FAQ for hints about obtaining it.

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:halshs-00739453

Access Statistics for this paper

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