Models and measurements of the persuasive communication influence: new perspectives opened by social psychology

Abstract

The question of the persuasive communication effectiveness is essential for the marketers. To design models of decisionmaking aid, the researchers often mobilize social psychology. The objective of the article is to show how recent research in the fields of implicit social cognition and cognitive and linguistic psychology was applied to advertising and political communication in order to better know, firstly, the attitude-behavior links; secondly, the effects of quickly seen messages and at once forgotten, and, thirdly, the « real time psychological treatments« of the receivers face messages.