A. Dijksterhuis, H. Aarts, and P. K. Smith, « The power of the subliminal: subliminal perception and possible applications The new unconscious, pp.77-106, 2005.

X. Drèze and F. X. Hussherr, Internet advertising: Is anybody watching?, Journal of Interactive Marketing, vol.17, issue.4, pp.8-23, 2003.
DOI : 10.1002/dir.10063

X. Fang, S. Singh, and R. Ahluwalia, An Examination of Different Explanations for the Mere Exposure Effect, Journal of Consumer Research, vol.34, issue.1, pp.97-103, 2007.
DOI : 10.1086/513050

R. H. Fazio, « A practical guide to the use of response latency in social psychological research, Research methods in personality and social psychology, pp.74-97, 1990.

R. H. Fazio and T. Towles-schwen, The mode model of attitude-behavior process Dual-process theories in social psychology, pp.97-116, 1999.

R. H. Fazio, M. C. Powell, and C. J. Williams, The Role of Attitude Accessibility in the Attitude-to-Behavior Process, Journal of Consumer Research, vol.16, issue.3, pp.280-288, 1989.
DOI : 10.1086/209214

B. Gawronski and G. V. Bodenhausen, Associative and propositional processes in evaluation: An integrative review of implicit and explicit attitude change., Psychological Bulletin, vol.132, issue.5, pp.692-731, 2006.
DOI : 10.1037/0033-2909.132.5.692

R. Giner-sorolla, Is affective material in attitudes more accessible than cognitive material? The moderating role of attitude basis, European Journal of Social Psychology, vol.35, issue.6, pp.761-780, 2004.
DOI : 10.1002/ejsp.229

J. Glaser and J. F. Kihlstrom, Compensatory automaticity : unconscious volition is not an oxymoron The new unconscious, pp.171-195, 2005.

L. R. Glasman and D. Albarracin, Forming attitudes that predict future behavior: A meta-analysis of the attitude-behavior relation., Psychological Bulletin, vol.132, issue.5, pp.778-822, 2006.
DOI : 10.1037/0033-2909.132.5.778

S. A. Hawkins and S. J. Hoch, Low-Involvement Learning: Memory without Evaluation, Journal of Consumer Research, vol.19, issue.2, pp.212-225, 1992.
DOI : 10.1086/209297

D. Holender, Semantic activation without conscious identification in dichotic listening, parafoveal vision, and visual masking: A survey and appraisal, Semantic activation without conscious identifi cation, pp.1-23, 1986.
DOI : 10.1016/S0022-5371(83)90273-6

L. Jacoby, A process dissociation framework: Separating automatic from intentional uses of memory, Journal of Memory and Language, vol.30, issue.5, pp.513-541, 1991.
DOI : 10.1016/0749-596X(91)90025-F

C. Janiszewski, Preconscious Processing Effects: The Independence of Attitude Formation and Conscious Thought, Journal of Consumer Research, vol.15, issue.2, pp.199-209, 1988.
DOI : 10.1086/209157

?. Noel, H. Sawyer, and A. G. , « A meta-analysis of the spacing effect in verbal learning: implications for research on advertising repetition and consumer memory, Journal of consumer research, vol.30, pp.138-149, 2003.

K. Kirsner, Implicit and explicit mental processes, Implicit memory, pp.13-36, 1998.

S. Kouider and E. Dupoux, « Partial awareness creates the " illusion " of subliminal semantic priming », Psychological science, pp.75-81, 2004.

H. S. Krishnan and D. Chakravarti, A Process Analysis of the Effects of Humorous Advertising Executions on Brand Claims Memory, Journal of Consumer Psychology, vol.13, issue.3, pp.230-245, 2003.
DOI : 10.1207/S15327663JCP1303_05

K. A. Lane, M. R. Banaji, B. A. Nozek, and A. G. Geenwald, Understanding and using the implicit association test : what we know (so far) about the method, pp.59-102, 2007.

F. Lavigne, F. Vitu, and G. Ydewalle, The influence of semantic context on initial eye landing sites in words, Acta Psychologica, vol.104, issue.2, pp.191-214, 2000.
DOI : 10.1016/S0001-6918(00)00020-2

URL : https://hal.archives-ouvertes.fr/hal-01358855

A. Lee and A. Labroo, « The effect of conceptual and perceptual fl uency on brand evaluation, Journal of consumer research, pp.31-151, 2004.

A. J. Marcel, « Conscious and unconscious perception : experiments on visual masking and word recognition », Cognitive psychology, pp.197-237, 1983.

J. Meyers-levy and P. Malaviya, Consumers' Processing of Persuasive Advertisements: An Integrative Framework of Persuasion Theories, Journal of Marketing, vol.63, pp.45-60, 1999.
DOI : 10.2307/1252100

J. Meyers-levy and B. Sternthal, A Two-Factor Explanation of Assimilation and Contrast Effects, Journal of Marketing Research, vol.30, issue.3, pp.359-368, 1993.
DOI : 10.2307/3172887

J. Meyers-levy and A. M. Tybout, Context Effects at Encoding and Judgment in Consumption Settings: The Role of Cognitive Resources, Journal of Consumer Research, vol.24, issue.1, pp.1-14, 1997.
DOI : 10.1086/209490

C. L. Nordhielm, The Influence of Level of Processing on Advertising Repetition Effects, Journal of Consumer Research, vol.29, issue.3, pp.371-82, 2002.
DOI : 10.1086/344428

T. M. Pham and M. Vanhuele, Analyzing the memory impact of advertising fragments », Marketing letters, pp.407-417, 1997.

K. Rayner, Eye movements in reading and information processing: 20 years of research., Psychological Bulletin, vol.124, issue.3, pp.372-418, 1998.
DOI : 10.1037/0033-2909.124.3.372

S. Shapiro, When an Ad'S Influence Is Beyond Our Conscious Control: Perceptual and Conceptual Fluency Effects Caused By Incidental Ad Exposure, Journal of Consumer Research, vol.26, issue.1, pp.16-36, 1999.
DOI : 10.1086/209548

S. Shapiro and S. Krishnan, Memory-Based Measures for Assessing Advertising Effects: A Comparison of Explicit and Implicit Memory Effects, Journal of Advertising, vol.8, issue.4, pp.1-14, 2001.
DOI : 10.1080/10641734.1994.10505017

S. Shapiro, D. Macinnis, and S. E. Heckler, The Effects of Incidental Ad Exposure on the Formation of Consideration Sets, Journal of Consumer Research, vol.24, issue.1, pp.94-104, 1997.
DOI : 10.1086/209496

S. Shapiro, D. Macinnis, S. E. Heckler, and A. M. Perez, « An experimental method for studying unconscious perception in a marketing context », Psychology and marketing, pp.459-477, 1999.

E. J. Strahan, S. J. Spencer, and M. P. Zanna, « Subliminal priming and persuasion : how motivation affects the activation of goals and the persuasiveness of messages Applying social cognition to consumer-focused strategy, pp.267-280, 2005.

L. A. Suchman, Human-machine reconfi gurations : Plans and situated actions, 2007.

E. Tulving, Organization of memory : quo vadis ? The cognitive neuroscience, pp.839-847, 1995.

M. Wedel and R. Pieters, Eye Fixations on Advertisements and Memory for Brands: A Model and Findings, Marketing Science, vol.19, issue.4, pp.297-312, 2000.
DOI : 10.1287/mksc.

T. D. Wickens, Elementary signal detection theory, 2001.
DOI : 10.1093/acprof:oso/9780195092509.001.0001

T. D. Wilson, S. Lindsey, and T. Schooler, « A model of dual attitudes », Psychological review, pp.101-126, 2000.

B. Wittenbrink and N. Schwarz, Implicit measures of attitudes, 2007.

R. B. Zajonc, Attitudinal effects of mere exposure., Journal of Personality and Social Psychology, vol.9, issue.2, Pt.2, pp.1-27, 1968.
DOI : 10.1037/h0025848