. Note, . Ge, . Gc-sont-respectivement-les-groupes-expérimentaux, and . Contrôle, Le codage des items " plait, hautga, choisi, image " correspond respectivement aux questions " dites si les logotypes vous plaisent (1) ou (2) donnent une image haut de gamme au produit ou (3) : vous semblent bien choisis ou

L. Communication and . La-publicité-peuvent-facilement-produire-une-attitude-implicite-favorable-À-la-marque, Ainsi, ces processus en faible implication sont d'autant plus influents sur le comportement d'achat que la personne ne se souvient pas d'avoir été exposée à des publicités. Si elle se souvient, l'attitude est alors explicite. Dans ce cas, le consommateur, fortement impliqué et fortement motivé, focalise une plus grande attention sur les processus de jugement et donc le produit lui-même

. Ainsi, expérimentation menée a permis de montrer que la méthode des TR est d'une grande sensibilité. Les théories psychologiques et socio-cognitives sur lesquelles elle s'appuie lui assurent également une validité théorique

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