The end of stigma? Understanding the dynamics of legitimisation in the context of TV series consumption

This research contributes to prior work on stigmatisation by looking at stigmatisation and legitimisation as social processes in the context of TV series consumption. Using in-depth interviews, we show that the dynamics of legitimisation are complex and accompanied by the reproduction of existing stigmas and creation of new stigmas

Influence de la fatigue du consommateur sur le processus de traitement visuel d'une publicité

This research aims at studying the impact of consumers’ tiredness on the way they perceive and process advertising information. More specifically, we try to understand how tiredness influences advertisements’ visual processing as well as consumers’ attitudes and memorization. Relying on Resource Matching theory, we hypothesize that advertising informationprocessing, and therefore advertising efficiency, is optimal when the level of available resources (consumers’ tiredness) matches the level of required resources (advertisement complexity). Results show that the impact of tiredness differs according to sample under consideration (students or staff members). Tired students adopt a “screening” visual strategyin order to compensate for tiredness effects and ease their information processing. Tired staff members adopt a “sustained attention” visual strategy consisting in mobilizing their few available resources in order to efficiently process information. In this second case, sustained visual attention leads to better advertising memorization. We show that the Resource Matching theory is not the appropriate theoretical framework to study our research object. Indeed, we find that cognitive resources are dynamic:if motivated to do so, individuals are able to adapt their resource level according to the processing task. Theoretical, methodological and managerial implications are discussed.L’objectif de cette thèse est d’étudier l’impact de la fatigue du consommateur sur son traitement de l’information ublicitaire. Plus précisément, nous désirons comprendre comment la fatigue influence le processus de traitement visuel de la publicité, ainsi que les attitudes et la mémorisation. En nous appuyant sur la théorie d’adéquation des ressources, nous postulons que le traitement de l’information publicitaire, et donc l’efficacité de la publicité, est optimal quand le niveau de ressources cognitives disponible (niveau de fatigue du consommateur) correspond au niveau de ressources exigé (niveau de complexité de la publicité). Nos résultats mettent en lumière des effets de la fatigue différents selon les deux échantillons de notre recherche (étudiants et salariés). Les étudiants fatigués adoptent une stratégie visuelle de balayage pour compenser les effets de la fatigue et rendre le traitement de l’information plus facile. Les salariés fatigués adoptent une stratégie visuelle d’attention soutenue consistant à mobiliser le peu de ressources disponibles pour traiter l’information de façon efficace. Cette stratégie visuelle d’attention soutenue a un impact positif sur la mémorisation de la publicité. Nous montrons enfin que la théorie d’adéquation des ressources n’est pas le cadre théorique approprié pour étudier notre objet de recherche. En effet, les ressources cognitives s’avèrent être dynamiques : si elles y sont motivées, les personnes peuvent adapter leur niveaude ressources à la tache à accomplir. Les implications théoriques, méthodologiques et managériales de ces résultats sont discutées

Influence of consumer tiredness on visual advertising processing

L’objectif de cette thèse est d’étudier l’impact de la fatigue du consommateur sur son traitement de l’information ublicitaire. Plus précisément, nous désirons comprendre comment la fatigue influence le processus de traitement visuel de la publicité, ainsi que les attitudes et la mémorisation. En nous appuyant sur la théorie d’adéquation des ressources, nous postulons que le traitement de l’information publicitaire, et donc l’efficacité de la publicité, est optimal quand le niveau de ressources cognitives disponible (niveau de fatigue du consommateur) correspond au niveau de ressources exigé (niveau de complexité de la publicité). Nos résultats mettent en lumière des effets de la fatigue différents selon les deux échantillons de notre recherche (étudiants et salariés). Les étudiants fatigués adoptent une stratégie visuelle de balayage pour compenser les effets de la fatigue et rendre le traitement de l’information plus facile. Les salariés fatigués adoptent une stratégie visuelle d’attention soutenue consistant à mobiliser le peu de ressources disponibles pour traiter l’information de façon efficace. Cette stratégie visuelle d’attention soutenue a un impact positif sur la mémorisation de la publicité. Nous montrons enfin que la théorie d’adéquation des ressources n’est pas le cadre théorique approprié pour étudier notre objet de recherche. En effet, les ressources cognitives s’avèrent être dynamiques : si elles y sont motivées, les personnes peuvent adapter leur niveaude ressources à la tache à accomplir. Les implications théoriques, méthodologiques et managériales de ces résultats sont discutées.This research aims at studying the impact of consumers’ tiredness on the way they perceive and process advertising information. More specifically, we try to understand how tiredness influences advertisements’ visual processing as well as consumers’ attitudes and memorization. Relying on Resource Matching theory, we hypothesize that advertising informationprocessing, and therefore advertising efficiency, is optimal when the level of available resources (consumers’ tiredness) matches the level of required resources (advertisement complexity). Results show that the impact of tiredness differs according to sample under consideration (students or staff members). Tired students adopt a “screening” visual strategyin order to compensate for tiredness effects and ease their information processing. Tired staff members adopt a “sustained attention” visual strategy consisting in mobilizing their few available resources in order to efficiently process information. In this second case, sustained visual attention leads to better advertising memorization. We show that the Resource Matching theory is not the appropriate theoretical framework to study our research object. Indeed, we find that cognitive resources are dynamic:if motivated to do so, individuals are able to adapt their resource level according to the processing task. Theoretical, methodological and managerial implications are discussed

Uncovering the power of natural endorsements: a comparison with celebrity-endorsed advertising and product placements

Despite the vast literature on celebrity endorsements in advertising, research to date has not assessed whether and how celebrity-brand associations created via traditional endorsements or product placements compare to more natural associations that emerge from real-life celebrity images through social media. This experiment systematically compares the impact of different brand-celebrity associations on consumer perceptions of the celebrity’s credibility and their responses to a new brand associated with that celebrity. The results reveal that, unlike more commercial brand associations, natural brand-celebrity associations can yield strong brand effects without eroding the celebrity’s credibility. The findings are especially insightful given increasing numbers of natural brand-celebrity associations in social media

Navigating Narratives: Time and Space Navigation and Narrative Experiences

We develop a theory of narrative navigation and unveil how consumers navigate narratives across time and space using an interpretive research strategy with TV series viewers. The theory of narrative navigation has implications for our understanding of narrative consumption, transmedia storytelling and interpretive communities

Navigating Narratives: Time and Space Navigation and Narrative Experiences

We develop a theory of narrative navigation and unveil how consumers navigate narratives across time and space using an interpretive research strategy with TV series viewers. The theory of narrative navigation has implications for our understanding of narrative consumption, transmedia storytelling and interpretive communities

Understanding emerging adults' consumption of TV series in the digital age: A practice-theory-based approach

The present research investigates how traditional roles of television (TV) in structuring consumers' everyday lives and fostering social relationships change when emerging adults switch to the digital (i.e., non-linear) network, as well as how they experience these changes. We use a practice-theory-based lens to explore (1) how switching to the digital network triggers misalignments in emerging adults' TV series viewing practice configurations, and (2) how they address these threats to the smooth performance of their practice triad. Through in-depth interviews, we identify key tensions stemming from emerging adults' experienced loss of structure and consumption sociality. Further, we delineate the realignment strategies consumers employ to stabilize their practice triad. The present research expands the current understanding of the role of TV in structuring the fabric of consumers' lives and nurturing social bonds in the digital age