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APPROCHE JE ME SENS BIEN [1 record]

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Record 1 1994-07-26

English

Subject field(s)
  • Social Psychology
  • Motivation and Advertising Psychology
  • Human Behaviour
CONT

People must be shown what they can do to produce results in a supportive, collaborative and positively reinforcing manner. The "feel good" approach is ineffective as well. Consumers want facts. "Warm and fuzzies" help sell the message but do not cause people to act on it.

French

Domaine(s)
  • Psychologie sociale
  • Motivation et psychologie de la publicité
  • Comportement humain
CONT

Il faut plutôt «montrer» aux gens ce qu'ils peuvent faire pour produire des résultats en misant sur les encouragements, la coopération et le renforcement positif. L'approche «je me sens bien» est également inefficace. Les consommateurs veulent des faits. «De la chaleur et des explications fumeuses» peuvent aider à vendre le message, mais ne suffisent pas à pousser les gens à agir.

Spanish

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