Effets d'ordre et de contexte dans la communication publicitaire

Poncin, Ingrid [FUCAM]

(eng) This research brings to the fore the influence of previous commercials in a pod as contexts for subsequent commercials. Specifically, we study the impact of previous ads on the affective reactions elicited by commercials and on ad effectiveness. In a laboratory experiment we compare the effect of an "improving" sequence of emotional commercials versus a declining one. Our results show, as stated by a growing literature stream in psychology, that an “improving" sequence of commercials is a more favorable context for emotional commercials. Finally we conclude with some practical and methodological implications