Title: EMOTIONS ET PERSUASION: PROPOSITION D'UN MODELE AFFECTIF DE PERSUASION PAR LE PARRAINAGE SPORTIF (Omn.Univ.Europ.) (French Edition)
Publisher: Editions universitaires europeennes
Publication Date: 2010
Language: French
ISBN 10: 6131524793
ISBN 13: 9786131524790
Binding: Soft cover
Condition: New

About this title

Synopsis

Au cours des trente derni�res ann�es, le parrainage sportif s'est impos� comme un outil privil�gi� aupr�s de firmes d�sireuses d'apporter un suppl�ment d'�me � leur communication. Bien qu'il ait �t� d�crit comme un mode de persuasion de nature fondamentalement affective (Quester, 1996), l'essentiel des connaissances accumul�es en parrainage l'a �t� au moyen de th�ories et variables d'inspiration cognitive. Sans nier l'utilit� des cognitions dans l'explication de ses effets, nous argumentons qu'une approche purement cognitiviste du sponsoring se prive de ce qui forme � la fois la nature du message et le contexte dans lequel il est re�u: les �motions d�clench�es par la dramatique de l'exploit sportif. Au terme d'une revue de litt�rature pluridisciplinaire, nous proposons un mod�le affectif de persuasion par le parrainage, pla�ant les r�actions �motionnelles du spectateur au c?ur de la communication. Nous testons ce mod�le � l'occasion de deux �v�nements sportifs similaires: les tournois de tennis de Roland Garros et de l'Open d'Australie.

About the Author

Charles Bal a soutenu en 2010 une th�se �tudiant les r�les jou�s par les �motions des spectateurs dans le processus de persuasion par le parrainage, aupr�s des universit�s de Paris-1 Panth�on Sorbonne (France) et d'Adelaide (Australie). Il est aujourd'hui General Manager de brandRapport France, agence sp�cialis�e en sponsorship marketing.

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