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Bless H, Schwarz N, Wieland R (1996) Mood and the impact of category membership and individuating information. Eur J Soc Psychol 26: 935-959. Bornstein RF (1989) Exposure and Affect: Overview and meta-analysis of research 1968-1987. Psychol Bull 106: 265-289. Brunel FF, Tietje BC, Greenwald AG (2004) Is the Implicit Association Test a Valid and Valuable Measure of Implicit Consumer Social Cognition? J Consum Psychol 14(4): 385-404. Cheesman J, Merikle PM (1986) Distinguishing conscious from unconscious mental processes. Can J Psychology 40: 343-367. Courbet D (2000) 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 (Automatic effects of broadcast sponsorship on brand: misatribution of familiarity, semantic transfert and influence of emotionally charged broadcasting). Rech App Market 15(1): 39-62. Courbet D (2003) L'influence publicitaire en l'absence de souvenir des messages: les effets implicites de la simple exposition (The influence of advertising without message recall: the implicit effects of mere exposure). Cah Int Psychol Soc 57: 39-51. Courbet D, Fourquet-Courbet MP, Kazan R, Intartaglia J (2014) The Long-term Effects of E-advertising, The Influence of Internet Pop-ups Viewed at a Low Level of Attention in Implicit Memory. J Comput-Mediat Comm 19(2): 274-293. De Pelsmacker P, Geuens M, Aiickaert P (2002) Media Context and Advertising Effectiveness: The Role of Context Appreciation and Context/Ad Similarity. J Advertising 31(2): 49-61. Dempsey M A, Mitchell AA (2004) The Relation between Implicit and Explicit Attitudes and Spontaneous Choice. Adv Consum Res 31: 542. Devine PG (1989) Stereotypes and prejudice: Their automatic and controlled components. J Pers Soc Psychol 56: 5-18. Dewhurst SA, Parry LA (2000) Emotionality, distinctiveness and recollective experience. 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Pleyers G, Corneille O, Luminet O, Yzerbyt V (2007) Aware and (Dis)Liking: Item-based Analyses Reveal that Valence Acquisition via Evaluative Conditioning emerges only when there is Contingency Awareness. J Exp Psychol Learn 33: 130-144 Poehlman A, Uhlmann E, Greenwald AG, Banaji MR (2005) Understanding and using the IAT: III. Meta-analysis of predictive validity. University of Washington, Seattle, W.A. Priluck R, Till BD (2004) The role of contingency awareness, involvement and need for cognition in attitude formation. J Acad Market Sci 32: 329-344. Rajaram S (1993) Remembering and knowing: two means of access to the personal past. Mem Cognition 21: 89-102. Roskos-Ewoldsen DR, Fazio RH (1992a) The accessibility of source likeability as a determinant of persuasion. Pers Soc Psychol B 18: 19-25. Roskos-Ewoldsen DR, Fazio RH (1992b) On the orienting value of attitudes: Attitude accessibility as a determinant of an object's attraction of visual attention. J Pers Soc Psychol 63: 198-211. 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                <title level="j">International Journal of Journalism &amp; Mass Communication</title>
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                <term xml:lang="en">persuasion.</term>
                <term xml:lang="en">implicit memory</term>
                <term xml:lang="en">implicit measures</term>
                <term xml:lang="en">attitude change</term>
                <term xml:lang="en">advertising effects</term>
                <term xml:lang="fr">publicité</term>
                <term xml:lang="fr">effets publicitaires</term>
                <term xml:lang="fr">changement d'attitude</term>
                <term xml:lang="fr">mesures implicites</term>
                <term xml:lang="fr">mémoire implicite</term>
                <term xml:lang="fr">subliminal</term>
                <term xml:lang="fr">neuromarketing</term>
                <term xml:lang="fr">persuasion</term>
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              <p>The article shows that many psychological effects of the marketing communication, sometimes called "non-conscious effects", really produce implicit attitude changes. We show that the theoretical and methodological framework of implicit attitude is well adapted to study these effects and to open new perspectives to study the persuasion in a marketing communication context. On the basis of research conducted within advertising contexts, product placement and TV sponsorship, four types of non-conscious influences are examined: a) non-conscious perception of brands, b) low-attention and forgotten exposures, c) attitude conditioning, d) brand insertion into emotional contexts. While discussing the contributions and limitations of major research methodologies, we highlight new perspectives likely to further the progress of research. We open up new perspectives first to increase the ecological and theoretical validity of methodologies; secondly, to improve the validity of effects measure. At a practical level, we posit that the measures of effects currently used by advertising agencies and advertisers underestimate the effects of marketing communication campaigns. A third research perspective endeavors to better understand the links between implicit and explicit attitudes on the one hand, and behavior on the other hand. The article gives some basis to the field called by some people "neuromarketing".</p>
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              <p>L'article dresse d'abord une synthèse de la littérature concernant les effets non conscients de la communication-marketing (publicité à la télévision ou sur Internet, placement de produit, parrainage télévisuel...). Il explique les processus psychologiques qui sous-tendent les effets en montrant que le contexte théorique et méthodologique de la cognition implicite (attitude et mémoire implicites) est adapté pour mieux comprendre de tels effets. Quatre types d'influence non conscientes sont examinés : la perception non consciente des marques, les expositions en faible attention et aussitôt oubliées, le conditionnement des attitudes, l'insertion des marques dans des contextes émotionnels. Après avoir discuté des principales contributions et limites des méthodologies de recherche dans ce champ, nous ouvrons de nouvelles perspectives de recherche afin d'accroître les validités théoriques et écologiques des méthodologies utilisées. À un niveau pratique,il semblerait que les mesures d'efficacité actuellement utilisées par les agences de publicité et les annonceurs sous-estiment les effets réels des campagnes de communication marketing en partie non conscients. L'article intéresse également les spécialistes du "neuromarketing" (même si ce terme et sa finalité sont critiquables...).</p>
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