Communiquer avec des écrans tactiles. Quelles influences de la publicité interactive sur le lieu de vente ?

Abstract : Even if more and more organizations (such as museums, business companies or public organizations) are seeking to improve their mediation with people thanks to interactive means of communication, too many are unable to assess the effectiveness of it. For instance, profit organizations which advertise with touchscreens on the retail outlets. Two experiments were led in a natural environment have studied/analysed these effects: such advertising encourages people to buy products proposed by the trademark. This type of advertising was first compared to a non-interactive one, then to no ad at all. If interactive advertising improves some cognitive judgements about the brand, it may be less efficient to change attitude toward the brand products. For a better understanding of the psychosocial processes involved into the use of interactive tactile communication, the results are analysed in the light of the theory of the Elaboration Likelihood Model and of the concept of preparatory act. Limits and new research perspectives are also indicated.
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Nicolas Buttafoghi, Didier Courbet. Communiquer avec des écrans tactiles. Quelles influences de la publicité interactive sur le lieu de vente ?. Revue des Interactions Humaines Médiatisées (RIHM) = Journal of Human Mediated Interactions, Europia, 2017, 18 (1), pp.25-41. ⟨http://europia.org/RIHM/V18N1.htm⟩. ⟨hal-02120352⟩

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