Prochaine réunion GREGOR

La prochaine réunion GREGOR se tiendra le Jeudi 20 novembre à 18h en salle du conseil à l'IAE de Paris au 7ème étage.

18 h " Information and knowledge systems for innovative enterprises" présenté par Michele Missikoff, Coordinator, LEKS (Lab for Enterprise Knowledge and Systems), IASI - CNR (Consiglio Nazionale delle Ricerce, Istituto di Analisi dei Sistemi ed Informatica)

19 h " Perception of taboo in ads " présenté par Ouidade SABRI, Maître de Conférences à l'IAE de Paris

Abstract : Although frequently used by advertisers, little has been written on the subject of taboos in marketing. Based on a multi-field approach (anthropological, sociological and psychoanalysis), a conceptualization of taboo is proposed, and a reliable and valid measurement of this construct in an advertising context is developed through three studies. Using this scale, the communication effects of taboo ads are investigated in a fourth study. The use of taboos in ads leads to a more negative attitude toward the ad, which carries over into negative attitudes toward the brands and negative purchase intentions. When exposed to taboo ads, subjective norms have a negative effect on purchase intention. The utility of the proposed scale is discussed both for future research and advertising strategy.

(Article a télécharger sur le site du GREGOR : http://gregoriae.univ-paris1.fr/accueil/)