Abstract
The article shows that many psychological effects of the marketing communication, sometimes called “non-conscious effects”, really produce implicit attitude changes. We show that the theoretical and methodological framework of implicit attitude is well adapted to study these effects and to open new perspectives to study the persuasion in a marketing communication context. On the basis of research conducted within advertising contexts, product placement and TV sponsorship, four types of non-conscious influences are examined: a) non-conscious perception of brands, b) low-attention and forgotten exposures, c) attitude conditioning, d) brand insertion into emotional contexts. While discussing the contributions and limitations of major research methodologies, we highlight new perspectives likely to further the progress of research. We open up new perspectives first to increase the ecological and theoretical validity of methodologies; secondly, to improve the validity of effects measure. At a practical level, we posit that the measures of effects currently used by advertising agencies and advertisers underestimate the effects of marketing communication campaigns. A third research perspective endeavors to better understand the links between implicit and explicit attitudes on the one hand, and behavior on the other hand. The article gives some basis to the field called by some people "neuromarketing".
Highlights
In the field of research into the influence of advertising and marketing communication, the past decade has been defined by a significant increase in the number of publications dealing with non-conscious psychological processing
Because the theoretical and methodological framework of the implicit attitude is well adapted to study these types of effects, we show that research on the implicit attitudes opens new perspectives to study the persuasion in a marketing communication context
The first objective of the article was to show that the theoretical framework of the implicit attitude makes it possible to clarify the field of research on “non-conscious effects”
Summary
In the field of research into the influence of advertising and marketing communication, the past decade has been defined by a significant increase in the number of publications dealing with non-conscious psychological processing. Growing number of communication media (Internet sites, TV channels) and of poorly argued or non-argued commercials (web banners, TV sponsorship, and product placement in movies...) makes low-attention quickly-forgotten exposures more frequent. It is often thought that the reception of brand advertising and spots often occurs in an entertainment context [1], rather than one where individuals are engaged in an active search for information relating to purchasing. Brand displays and related commercials, seldom expected or sought out, are seen and processed in a context where the level of attention is low or nil. The practical dimension of research on influences occurring under these circumstances is rather important
Sign-in/Register to view highlights & summary Sign-in/Register to access full text options 
Talk to us
Join us for a 30 min session where you can share your feedback and ask us any queries you have
Schedule a callMore From: International Journal of Journalism & Mass Communication
Disclaimer: All third-party content on this website/platform is and will remain the property of their respective owners and is provided on "as is" basis without any warranties, express or implied. Use of third-party content does not indicate any affiliation, sponsorship with or endorsement by them. Any references to third-party content is to identify the corresponding services and shall be considered fair use under The CopyrightLaw.
