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Theses

L' influence de signaux naturels en communication : une contribution de l'écologie comportementale à l'étude du comportement du consommateur

Abstract : The thesis studies the influence of innate pre-existing behavioral biases for natural signals influencing product choice. By integrating evolutiannory concepts and theories from the discipline of behavioral ecology into the conceptual framework of the persuasion process on the one hand, and by the neurophysiological study of this processes on the other, this study offers a definition of the concepts of natural signals and pre-existing biases. Using the research protocol of behavioral ecology, the study shows that ripe fruits are natural signals. Their influence on the process of persuasion was tested by quantifying its effects on the following variables : selective attention, approach motivation, explicit and implicit memorization, explicit and implicit attitude as well as purchase intention. The results show that the color of a ripe fruit influences the persuasion process via a peripheral route without attracting attention, whereas the shape of the signal attracts selective attention and triggers a visual exploration behavior which improves memorization attitude and products choice. The study offers a theoretical framework for the study of natural signals and their influence throughout different cultures and media and throughout various forms of marketing materials and communication devices.
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https://tel.archives-ouvertes.fr/tel-01681287
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Submitted on : Wednesday, January 24, 2018 - 2:56:29 PM
Last modification on : Sunday, January 19, 2020 - 6:38:37 PM

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  • HAL Id : tel-01681287, version 2

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Frederick T. Wehrle. L' influence de signaux naturels en communication : une contribution de l'écologie comportementale à l'étude du comportement du consommateur. Gestion et management. Université Panthéon-Sorbonne - Paris I, 2016. Français. ⟨NNT : 2016PA01E001⟩. ⟨tel-01681287v2⟩

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