Image, imagerie mentale et effets de la communication persuasive : Application à une oeuvre d’art incluse dans une annonce publicitaire

This working paper summarises a PhD research (attended in 1997). Its main purpose was to study whether mental imagery (visual, audivite, gustative and olfactive) mediates attitudes and behavior in response to an advertisement in which a congruent work of art is included. Its theoretical baseline, its conceptual framework, its methodology are synthetized. Then its main results are presented and discussed. Finally its limits and resarch avenues are sketched.

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Year of publication:	1998
Authors:	Helme-Guizon, Agnès
Institutions:	Université Paris-Dauphine (Paris IX)
Subject:	capacity and opportunity to process the advertisement \| style of processing \| work of art \| mental imagery \| aptitude et occasion de traiter l'annonce \| motivation \| style de traitement \| oeuvre d'art \| imagerie mentale

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Extent:	application/pdf
Series:	Economics Papers from University Paris Dauphine.
Type of publication:	Book / Working Paper
Notes:	Published in Cahiers DMSP, 1998
Classification:	M37 - Advertising
Source:	RePEc - Research Papers in Economics

Persistent link: https://www.econbiz.de/10011073945