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Aspects graphiques de la persuasion technologique : étude des messages persuasifs sur internet pour le recyclage des déchets électroniques.

Abstract : Social psychology and design are the two theoretical foundations for this thesis. While scientific literature on persuasive communication mainly focus on the subs- tance, we chose to concentrate our studies on the form. This thesis includes three experiments and two pretests (N = 1135) in which we focus on three fundamental aspects of static design of web messages: the format (infographics, audio or text), the colour and the typography, on the topics of e-waste recycling (studies 1 and 2) and human migration (study 3). Overall, the study of design is relevant in order to increase the persuasiveness of messages. The format plays a major role (study 1), allowing both to change attitudes but also to anchor this change over time. On the other hand, colours do not appear to change the persuasiveness of the message or to influence readers to have eco-friendly behaviours (study 1b), which challenges the idea of green as the colour to be used in pro-environmental messages. Typography doesn’t seem to play any role in persuasive dynamics, even when the type is judged as poorly rea- dable or not trustworthy (study 2). Theoretical approaches about type personality and coherence to the context are further developed. Analysis of ELM components revealed in every study a strong link between attitude and personal relevance as well as prior knowledge on the topic developed in the persuasive message. The results also suggest that persuasive levers are different depending on the individual’s need for cognition. Globally, we suggest that persuasive messages shall adopt a format that allows for an effortless central analysis, using legible and consistent main colour and ty- pography, with an argumentation that reinforces readers’ senses of responsibility and overall relevance.
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Dimitri Naczaj. Aspects graphiques de la persuasion technologique : étude des messages persuasifs sur internet pour le recyclage des déchets électroniques.. Psychologie. Université d'Aix-Marseille (AMU), 2018. Français. ⟨tel-02470989⟩

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