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            <note type="archivesic_reference">Allen C.T., Madden T.J., `` A Closer Look at Classical Conditioning '', Journal of Consumer Research, vol.12, December, 1985, pp. 301-315. Banaji M.H., Lemm K.M. et Carpenter S.J., `` The social unconscious '', in Tesser Abraham et Norbert Schwarz (Eds.), Blackwell Handbook of Social Psychology: Intraindividual Processes, Oxford, Blackwell Publishers, 2001, pp.134-158. Bower G.H., `` Mood and Memory '', American Psychologist, 36, 1981, pp.129-148. Chaiken S., `` The heuristic model of persuasion '', in M.P. Zanna, J.M. Olson, C.P. Herman (Eds.), Social influence : the ontario symposium, vol. 5, Hillsdale, NJ: Erlbaum, 1987, pp. 3-39. Courbet D., `` Nonconscious Emotional Effects of TV Sponsorship on Implicit Brand Attitude '', Journal of Applied Communication Research, (sous presse) 2003a. Courbet D., `` L'influence publicitaire en l'absence de souvenir des messages : les effets implicites de la simple exposition aux marques '', Cahiers Internationaux de Psychologie Sociale, (sous presse) 2003b. Courbet D., `` Les effets automatiques du parrainage télévisuel sur la marque : étude de la mésattribution de la familiarité, du transfert sémantique et de l'influence des émotions déclenchées par le programme '', Recherche et Applications en Marketing, 15, 1, 2000, pp. 39-62. Courbet D., Puissance de la Télévision, Stratégies de communication et influence des marques, Paris, L'Harmattan, 473 p, 1999. Courbet D., Fourquet M.P., `` Stratégies marketing et parfums : les pièges d'une double illusion '', in Lardellier, P. (Dir.), Evanescences...Goûts, Parfums, Odeurs : De l'Anthropologie à la Communication, Paris, Belin, sous presse. Courbet D., Fourquet M.P., `` Effets socio-cognitifs de la communication externe - Une nouvelle méthode d'étude de la réception des médias de masse et d'Internet '', Communication &amp; Organisation, n°19, 2001, pp. 56-57. Dulany D.E., `` On the Support of Cognitive Theory in Opposition to Behavior Theory : A Methodological Problem '', in W.B. Weimer, D.S. Palermo (Eds.), Cognition and the Symbolic Processes, Hillsdale, NJ : Lawrene erlbaum, 1974, pp. 43-56. Eagly A.H., Chaiken S., The psychology of attitudes, Forth Worth-FL-USA : Harcourt Brace Jovanovich, 1993. Fazio R.H., `` On the Automatic activation of associated Evaluations : An overview '', Cognition and Emotion, 15, 2001, pp.115-141. Engel J.F., Blackwell R.D., Consumer Behavior, New York, Dryden, 1982. Filser M., Le comportement du consommateur, Paris, Dalloz, Précis de Gestion, 1994. Fishbein M., Ajzen I., Belief, attitude, intention, and behavior : an introduction to theory and research, Reading, MA : Addison-Wesley 1975. Gorn G.J., `` The Effects of Music in Advertising On Choice Behavior : A Classical Conditioning Approach '', Journal of Marketing , 46 (Winter), 1982, pp. 94-101. Greenwald A. G et Banaji M. R. , `` Implicit Social Cognition: Attitudes, self-esteem and stereotypes '', Psychological Review, 102, 1, 1995, pp.4-27. Greenwald A. G, Mc Ghee D. E et Schwarz J. L. K , `` Measuring Individuals Differences in Implicit Cognition: The Implicit Association Test '', Journal of Personality and Social Psychology, 74, 6, 1998, pp. 1464-1480. Hassin R., Uleman J., Bargh J. (Eds. ), The New Uncounscious, New York: Oxford University Press, 2003. Hawkins D.I, Best R.J., Coney K.A., Consumer Behavior ; Implications for Marketing Strategy, Plano, TX : Business Publications, Inc., 1983. Insko C.A., Oakes W.F., `` Awareness and the Conditioning of Attitudes '', Journal of Personality and Social Psychology, 4 (November), 1966, pp.487-496. Janiszewski C., Warlop L., `` The Influence of Classical Conditioning Procedures on Subsequent Attention to the Conditioned Brand '', Journal of Consumer Research, Vol.20, September, 1993, pp.171-189. Jouve M., La communication publicitaire, Paris, Bréal, 1991. Kim J., Allen C.T., Kardes F.R., `` An Investigation of the Mediational Mechanisms Underlying Attitudinal Conditioning '', Journal of Marketing Research, August, 1996, pp.318-328. Kroeber-Riel W., `` Activation Research : Psychobiological Approach in Consumer Research '', Journal of Consumer Research, 5 (March), 1979, pp.240-250. Krugman H.E., `` Observations : Pavlov's Dog and the Future of Consumer Psychology '', Journal of Advertising Research, Nov-Dec. 1994, 1994, pp. 67-70. Maison D., Greenwald A.G., Bruin R., `` The Implicit Association Test as a measure of implicit consumer attitudes '', Polish Psychological Bulletin, 32(1), 2001. Mathur M., Chattopadhyay A., `` The Impact of Moods Generated by Television Programs on Responses to Advertising '', Psychology and Marketing, 8 (Spring), 1991, pp. 59-77. Meyers-Levy J., Sternthal P., `` A Two-Factor Explanation of Assimilation and Contrast Effects '', Journal of Marketing Research, 30, 1993, pp.359-368. Meyers-Levy J., Tybout A. M., `` Context Effects at Encoding and Judgement in Consumption Settings: The Role of Cognitive Resources '', Journal of Consumer Research, 24, 1997, pp. 1-14. Moscovitch A., Lolordo, V. M., ``Role of safety in the Pavlovian backward fear conditioning procedure ''. Journal of Comparative Physiological Psychology, 66, pp. 673-678. Olson M.A., Fazio R.H., `` Implicit Acquisition and Manifestation of Classically Conditioned attitudes '', Social Cognition, 2002, pp. 89-103. Olson M.A., Fazio R.H., `` Implicit Attitude Formation through Classical Conditioning '', Psychological Science, 12, 2001, pp.413-417. Pavlov I., Conditioned Reflexes. An investigation of the Physiological Activity of the Cerebral Cortex, Londres, Oxford University Press, 1927. Petty R.E., Cacioppo J.T., `` The elaboration likelihood model of persuasion '', in Berkowitz, L. (Ed.), Advances in experimental social psychology, Vol. 19, San Diego,CA : Academic Press, 1986, pp. 123-205. Rescorla R. A. , `` Behavioral studies of Pavlovian conditioning '', Annual Review of Neuroscience, 11, pp. 329-352 Rozelle R.M., `` Meaning Established by Classical Conditioning : Failure to Replicate '', Psychological Reports, 22 (June), 1968, pp. 889-895. Russel C. A. , `` Toward a Framework of Product Placement Theoretical Propositions '', Advances in Consumer Research, 25, Alba Joseph W and J. Westley Hutchinson (Eds.), Provo, UT: Association for Consumer Research, 1998, pp. 357-362. Schuette R. A et Fazio R. H, `` Attitude Accessibility and Motivation as Determinants of Biased Processing: A Test of the MODE Model '', Personality and Social Psychology Bulletin, 21, 1995, pp. 704-710. Shiffman L.G., Kanuk L.L., Consumer Behavior, Englewood Cliffs, NJ : Prentice-Hall, 1983. Staats A.W., Staats C.K., `` Attitudes established by classical conditioning '', in Journal of Abnormal Social psychology, 57 , 1958, pp. 37-40. Stuart E.W. Shimp T.A., Engle R.W., `` Classical Conditioning of Consumer Attitudes : Four Experiments in a Advertising Context '', Journal of Consumer Research, Vol.14, December, 1987, pp.334-349. Walther E., `` Guilty by Mere Association : Evaluative Conditioning and the Spreading Attitude Effect '', Journal of Personality and Social Psychology, vol.82, N°6, 2002, pp. 919-934. Wilson T. D., Lindsey S., Shooler T. Y. , `` A Model of Dual Attitude '', Psychological Review, 107, 1, 2000, pp. 101-126. Zajonc R.B., `` Feeling and Thinking : Closing the debate over the dependence of affect '', in J.P. Forgas (Ed.), Feeling and Thinking : The role of affect in social cognition. Studies in emotion and social interaction, second series, New York, Cambridge University Press, 2000, pp. 31-58. Zajonc R.B., `` Feeling and thinking : Preferences need no inferences '', American Psychologist, 35, 1980, pp. 151-175.</note>
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                <term xml:lang="fr">socio-cognition implicite</term>
                <term xml:lang="fr">Conditionnement classique</term>
                <term xml:lang="fr">publicité</term>
                <term xml:lang="fr">influence</term>
                <term xml:lang="fr">réception</term>
                <term xml:lang="fr">socio-cognition implicite.</term>
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              <p>ABSTRACT The article proposes a critical analysis of classical conditioning as a mode of individual influence of the marketing communication. One initially studies it in a cognitive social psychology framework in order to explain how the social psychologists adapted the initial animal model to theorize the advertising influence on the consumers. Classical conditioning is then analyzed within the new paradigm of implicit social cognition. Results concerning broadcast sponsorship experiment are then explained. By clarifying the interactions between explicit attitude and implicit attitude, we trace new research perspectives for the model of classical conditioning and explain its utility for the practitioners of the marketing communication.</p>
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              <p>L'article propose une analyse critique du conditionnement classique en tant que mode d'influence individuelle de la communication externe des organisations. On l'étudie d'abord au sein d'une problématique psycho-socio-cognitive afin d'expliquer comment les psychologues sociaux ont adapté le modèle animal initial pour théoriser les influences publicitaires sur les consommateurs. Le conditionnement classique est ensuite inscrit au sein du nouveau paradigme de la cognition sociale implicite. Des résultats expérimentaux sur le parrainage télévisuel permettent alors, en mettant en lumière les interactions entre attitude explicite et attitude implicite, de tracer de nouvelles pistes de recherches pour le modèle du conditionnement classique et d'expliciter son utilité pour les praticiens de la communication.</p>
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