L'utilisation de la peur et de la culpabilité en persuasion : cas des campagnes anti-alcool

Cahiers de Recherche du CERAG, n° 2006-20, 25 p

Belief in fate and self-efficacy in road safety advertising based on guilt: An explanation based on negotiable fate

This study examines the effectiveness of using guilt in road safety advertising among young populations characterized as having high levels of belief in fate, and refutes the positive relationship between belief in fate and health message ineffectiveness, by introducing the notion of negotiable fate. This type of coping implies that when belief in fate increases, persuasion increases and this relationship operates through self-efficacy perceptions. That is, when exposed to guilt-based road safety messages, belief in fate generates self-efficacy perceptions, which motivates drivers to focus on the problem instead of denying it, leading to a higher persuasion. The current research constitutes a first empirical test of the relationships between belief in fate, self-efficacy, and compliance with guilt-based road safety communications. We also test a moderation-mediation model proving that the mediator role of self-efficacy is reinforced with the use of higher levels of guilt in the message. Results can provide guidance for non-profit organizations and public agencies on how to develop future policies to promote safe behaviors among young drivers who have high belief in fate. - 2019 Australian and New Zealand Marketing AcademyScopu

Fibrinogen Mahdia: A congenitally abnormal fibrinogen characterized by defective fibrin polymerization

Congenital dysfibrinogenemia is a rare qualitative fibrinogen deficiency. Molecular defects that result in dysfibrinogenemia are usually caused by mutations which affect fibrinopeptide release, fibrin polymerization, fibrin cross-linking or fibrinolysis

From Elicitation to Persuasion: Assessing the Structure and Effectiveness of Differential Emotions in Anti-Drunk-Driving Campaigns

In this paper, we test whether the DES III structure of emotions as described by Izard (1977) can be found in self-report data collected in the context of a campaign to deter drunk driving. Indeed, when exposed to a shocking advertisement about the consequences of drunk-driving, young adults express a range of emotions from surprise to contempt. The purpose of this research is to study and understand the structure of these emotions and their impact on persuasion. 126 social drinkers aged between 20 and 28 years old, who were also students belonging to different French universities, were exposed to a dramatic printed advertisement about drinking and driving. After viewing the ad, subjects answered a survey including different measures of emotions using Izard's DES III scale, and measures of self-efficacy and persuasion. Factor analysis results reveal a four dimensional structure of the original DES III. Both “primary emotions” and “repulsion” have direct effects on persuasion. However, the effect of “repulsion” on persuasion is negative. This paper is, to our knowledge, the first to show that surprise comes ahead of all other emotions elicited by a shocking advertisement. It is the precursor for all other emotional responses. This research also tests an original model explaining how people respond to shocking advertisements along two distinct pathways: one leading to persuasion and another one leading to resistance to persuasion