Profile
International Journal of Journalism and Mass Communication Volume 1 (2014), Article ID 1:IJJMC-103, 14 pages
http://dx.doi.org/10.15344/2349-2635/2014/103
Review Article
Non-conscious Effects of Marketing Communication and Implicit Attitude Change: State of Research and New Perspectives

Didier Courbet*, Marie-Pierre Fourquet-Courbet

Aix-Marseille Universite, IRSIC EA 4262, 13005, Marseille, France
Dr. Didier Courbet, Professor of Communication Sciences, Aix-Marseille University, IUT- Département techniques de commercialisation, 413 Avenue Gaston Berger- 13625 Aix-en-Provence Cedex1 – France; E-mail: didier.courbet@orange.fr
04 March 2014; 12 April 2014; 14 April 2014
Courbet D, Fourquet-Courbet MP (2014) Non-conscious Effects of Marketing Communication and Implicit Attitude Change: State of Research and New Perspectives. Int J Journalism Mass Comm 1: 103. doi: http://dx.doi.org/10.15344/2349-2635/2014/103

Abstract

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".