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The coming out of the "new consumer"
Batat, Wided - HAL - 2011
The postmodern paradigm based on a cultural and a symbolic perspective in marketing and consumer behaviour research … emerges from the criticism of the utilitarian logic that has prevailed in the research community in marketing and led …. As shown by Bergadaà (2006), researchers engaged in this path consider that the role of marketing in the contemporary …
Persistent link: https://www.econbiz.de/10009132769
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ADAM SMITH'S ECONOMICS AND THE LECTURES ON RHETORIC AND BELLES LETTRES. THE LANGUAGE OF COMMERCE
Walraevens, Benoît - HAL - 2010
Among the abundant literature devoted to Adam Smith's complete works, there has been a relative lack of interest in the Lectures on Rhetoric and Belles Lettres, especially from historians of economic thought. I want to show that this youth's work is essential in understanding Smith's conception...
Persistent link: https://www.econbiz.de/10010820469
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QUAND NORMALISATION COMPTABLE ET RHETORIQUE FONT BON MENAGE ... UN ESSAI D'ORGANISATION DE LA LITTERATURE
Chantiri-Chaudemanche, Rouba - HAL - 2012
L'objet de cet article est de faire une synthèse des travaux ayant fait le lien entre rhétorique, persuasion et …
Persistent link: https://www.econbiz.de/10010821048
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Social Accountability: Persuasion and Debate to Contain Corruption
Lambert-Mogiliansky, Ariane - HAL - 2013
In this paper we investigate the properties of simple rules for reappointment aimed at holding a public official accountable and monitor his activity. The public official allocates budget resources to various activities which results in the delivery of public services to citizens. He has...
Persistent link: https://www.econbiz.de/10010751020
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Complicating to Persuade?
Perez-Richet, Eduardo; Prady, Delphine - HAL - 2012
complexity, insuficient scrutiny and high rates of undue validation. We build a model of persuasion in which low and high types …
Persistent link: https://www.econbiz.de/10009652972
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EFFECTS OF ANTI-TOBACCO BRANDS AD PARODIES ON CIGARETTE BRANDS ATTITUDE
Parguel, Béatrice; Lunardo, Renaud; Chebat, Jean-Charles - HAL - 2012
This paper compares the effects of anti-tobacco ad parodies and visual cigarette package warnings on emotional and cognitive responses of young adults. The findings indicate that graphic-only ad parodies can compete with warnings in their attempt to damage consumers' attitude toward tobacco...
Persistent link: https://www.econbiz.de/10010551123
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When activism may prove counterproductive: An exploratory study of anti-brand spoof advertising effects in the tobacco industry
Parguel, Béatrice; Lunardo, Renaud; Chebat, Jean-Charles - HAL - 2010
First stage of research on the effects of anti-tobacco brand spoof ads on the consumer, this paper proposes an exploratory study of netnographic inspiration of the comments left on YouTube by individuals freshly exposed to anti-tobacco brand spoof ads. The results show that anti-tobacco brand...
Persistent link: https://www.econbiz.de/10009393811
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The Effectiveness of non-focal exposure to web banner ads
Vanhuele, Marc; Courbet, Didier; Denis, Sylvain; … - HAL - 2005
Nous montrons que des publicités sur internet non traitées en vision centrale sont tout de meme mémorisées et ont un impact sur l'attitude à l'égard de la marque, alors que les sujets n'ont pas conscience de les avoir vues. Ces effets tiennent 8 jours en mémoire si les messages ont été...
Persistent link: https://www.econbiz.de/10009151306
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How Web Banner Designers Work: The Role of Internal Dialogues, Self-Evaluations, and Implicit Communication Theories
Courbet, Didier; Fourquet-Courbet, Marie-Pierre; … - HAL - 2007
Comment les publicitaires inventent-ils les bannières sur internet : le rôle des dialogues internes, de l'auto-évaluation et de leurs théories implicites de la communication. Une étude empirique qualitative sur la créativité des publicitaires.
Persistent link: https://www.econbiz.de/10009151315
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Advertising and R&D: Theory and evidence from France
Askenazy, Philippe; Breda, Thomas; Irac, Delphine - HAL - 2010
&D, advertising and the competitive environment.The empirical findings confirm the predictions of a dynamic model that complements … advertising in order to extract maximal rents; thus, lower costs of ads may favor R&D. …
Persistent link: https://www.econbiz.de/10010738853