{"id":18295,"date":"2019-04-29T16:12:33","date_gmt":"2019-04-29T14:12:33","guid":{"rendered":"https:\/\/www.convertize.com\/fr\/?page_id=18295"},"modified":"2019-08-01T15:36:42","modified_gmt":"2019-08-01T13:36:42","slug":"biais-autonomie","status":"publish","type":"page","link":"https:\/\/www.convertize.com\/fr\/glossaire\/biais-autonomie\/","title":{"rendered":"Biais d’Autonomie"},"content":{"rendered":"Temps de lecture : <\/span> 2<\/span> minutes<\/span><\/span>
\n

Qu’est-ce que le Biais d’Autonomie ?<\/h2>\n

L\u2019Autonomie est un des besoins humains primaires identifi\u00e9s par les psychologues Edward Deci et Richard Ryan dans leur ouvrage\u00a0Intrinsic Motivation and Self-Determination in Human Behaviour<\/em><\/a> (1985). Aussi appel\u00e9e \u00ab\u00a0autod\u00e9termination\u00a0\u00bb, l’Autonomie d\u00e9crit la capacit\u00e9 d’un individu \u00e0 faire ses propres choix. La plupart des gens ressentent le besoin puissant de contr\u00f4ler leur vie et feront des choix qui les aideront \u00e0 pr\u00e9server ce contr\u00f4le. Les d\u00e9cisions que nous prenons sont donc influenc\u00e9es par ce Biais d’Autonomie.<\/p>\n

La sensation d’\u00eatre tr\u00e8s autonome entra\u00eene un sentiment de certitude, r\u00e9duit notre stress et augmente notre motivation intrins\u00e8que<\/a>. A l\u2019inverse, se sentir contraint \u00e0 faire quelque chose diminue la motivation et l’int\u00e9r\u00eat envers la t\u00e2che en question.<\/p>\n

\"biais<\/p>\n

Exemples<\/h2>\n

Une des fa\u00e7ons les plus \u00e9videntes de respecter le besoin d’autonomie du consommateur est de supprimer toutes les fonctionnalit\u00e9s ou strat\u00e9gies marketing qui cherchent \u00e0 restreindre abusivement ses droits. Par exemple, il est important pour tout service disponible sur abonnement de proposer des conditions de d\u00e9sabonnement honn\u00eates. Non seulement les clients appr\u00e9cient la possibilit\u00e9 de se d\u00e9sabonner facilement mais leur perception du service en lui-m\u00eame s’am\u00e9liore \u00e9galement.<\/p>\n

L’Autonomie est aussi un th\u00e8me tr\u00e8s important en publicit\u00e9. Les marques pr\u00e9sentent souvent leurs produits comme des moyens de prendre (ou reprendre) le contr\u00f4le de nos vies. Le meilleur exemple d’utilisation publicitaire de l’Autonomie est le slogan adopt\u00e9 par Nike pour vendre des v\u00eatements de sport : \u00ab\u00a0Just Do It\u00a0\u00bb.<\/p>\n

Biais d’Autonomie<\/h2>\n

Les professionnels du marketing digital doivent tenir compte du penchant g\u00e9n\u00e9ralis\u00e9 pour l’autod\u00e9termination. Les campagnes marketing, la conception de produit et la communication devraient pr\u00e9server (et mettre en valeur) le contr\u00f4le que le client exerce sur sa propre existence.<\/p>\n<\/div><\/section>\n

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Temps de lecture : <\/span> 2<\/span> minutes<\/span><\/span> Share on TwitterShare on FacebookShare on Linkedin<\/p>\n","protected":false},"author":45,"featured_media":0,"parent":18263,"menu_order":0,"comment_status":"closed","ping_status":"closed","template":"page-glossary.php","meta":{"_genesis_hide_title":false,"_genesis_hide_breadcrumbs":false,"_genesis_hide_singular_image":false,"_genesis_hide_footer_widgets":false,"_genesis_custom_body_class":"","_genesis_custom_post_class":"","_genesis_layout":"","footnotes":""},"categories":[],"tags":[],"class_list":{"0":"post-18295","1":"page","2":"type-page","3":"status-publish","5":"entry"},"yoast_head":"\nBiais d'Autonomie - Convertize - Glossaire de Neuromarketing<\/title>\n<meta name=\"description\" content=\"Le Biais d'Autonomie d\u00e9signe le besoin d'\u00eatre ind\u00e9pendant et de faire ses propres choix sans \u00eatre contraint \u00e0 adopter un comportement particulier.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/www.convertize.com\/fr\/glossaire\/biais-autonomie\/\" \/>\n<meta property=\"og:locale\" content=\"fr_FR\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Biais d'Autonomie - 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