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Emotions Et Persuasion by Bal-C

Emotions Et Persuasion

by Bal-C
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₹12,544.00
₹12,544.00
₹12,544.00
₹12,544.00
₹12,544.00

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Book cover type: Paperback
  • ISBN13: 9786131524790
  • Binding: Paperback
  • Subject: N/A
  • Publisher: Omniscriptum
  • Publisher Imprint: Omniscriptum
  • Publication Date:
  • Pages: 484
  • Original Price: USD 126.0
  • Language: French
  • Edition: N/A
  • Item Weight: 704 grams
  • BISAC Subject(s): Marketing / General

Au cours des trente dernières années, le parrainage sportif s'est imposé comme un outil privilégié auprès de firmes désireuses d'apporter un supplément d'âme à leur communication. Bien qu'il ait été décrit comme un mode de persuasion de nature fondamentalement affective (Quester, 1996), l'essentiel des connaissances accumulées en parrainage l'a été au moyen de théories et variables d'inspiration cognitive. Sans nier l'utilité des cognitions dans l'explication de ses effets, nous argumentons qu'une approche purement cognitiviste du sponsoring se prive de ce qui forme à la fois la nature du message et le contexte dans lequel il est reçu: les émotions déclenchées par la dramatique de l'exploit sportif. Au terme d'une revue de littérature pluridisciplinaire, nous proposons un modèle affectif de persuasion par le parrainage, plaçant les réactions émotionnelles du spectateur au coeur de la communication. Nous testons ce modèle à l'occasion de deux événements sportifs similaires: les tournois de tennis de Roland Garros et de l'Open d'Australie.

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