{"id":18313,"date":"2019-04-29T16:25:42","date_gmt":"2019-04-29T14:25:42","guid":{"rendered":"https:\/\/www.convertize.com\/fr\/?page_id=18313"},"modified":"2019-07-18T18:33:20","modified_gmt":"2019-07-18T16:33:20","slug":"mere-exposure-effect","status":"publish","type":"page","link":"https:\/\/www.convertize.com\/fr\/glossaire\/mere-exposure-effect\/","title":{"rendered":"Mere-Exposure Effect"},"content":{"rendered":"Temps de lecture : <\/span> 2<\/span> minutes<\/span><\/span>
\n

Qu’est-ce que le Mere-Exposure Effect ?<\/h2>\n

Le Mere-Exposure Effect\u00a0<\/span>(ou Effet d\u2019Exposition en fran\u00e7ais) est le sentiment positif que provoque en nous quelque chose de familier. Cet effet a tout d’abord \u00e9t\u00e9 observ\u00e9 et d\u00e9montr\u00e9 par le psychologue Robert Zajonc. Les exp\u00e9riences de Zajonc ont montr\u00e9 que les nouveaux stimuli provoquent de la peur chez les individus et que ces derniers r\u00e9pondent de plus en plus favorablement \u00e0 ce stimulus \u00e0 mesure qu’ils se familiarisent avec eux<\/a>.<\/p>\n

Zajonc a montr\u00e9 que cet effet se produisait lorsque les participants \u00e9taient expos\u00e9s \u00e0 des stimuli sur un plan non conscient<\/a>. D’autres chercheurs ont toutefois sugg\u00e9r\u00e9 que les facteurs conscients \u00e9taient d\u00e9terminants.<\/p>\n

Exemples<\/h2>\n

En marketing, le Mere-Exposure Effect est utilis\u00e9 pour cr\u00e9er et entretenir des sentiments positifs \u00e0 l’\u00e9gard d’une marque ou d’un produit \u00e0 l’aide de campagnes de saturation \u00e0 grand \u00e9chelle. Cela pr\u00e9vaut particuli\u00e8rement dans l’industries agro-alimentaire o\u00f9 bon nombre de marques pr\u00e9dominantes consacrent une majorit\u00e9 de leurs ressources marketing \u00e0 d\u00e9velopper un sentiment de familiarit\u00e9 \u00e0 l’\u00e9gard de leur marque.<\/p>\n

\"mere-exposure<\/p>\n

Toutefois, le principe de Mere-Exposure est aussi essentiel en UX design (design de l’exp\u00e9rience utilisateur<\/a>). L’importance du ph\u00e9nom\u00e8ne de Processing Efficiency rend particuli\u00e8rement pr\u00e9cieux les symboles ou designs familiers.<\/p>\n

Le Mere-Exposure Effect en Marketing<\/h2>\n

Il existe plusieurs fa\u00e7ons simples d’utiliser le Mere-Exposure Effect<\/a> et certaines des plus grandes marques de la plan\u00e8te s’en servent avec succ\u00e8s.<\/p>\n

    \n
  1. Utiliser des boutons Call-to-Action uniformes<\/strong>\u00a0pour am\u00e9liorer la Processing Efficiency de votre page et renforcer les sentiments positifs \u00e0 leur \u00e9gard.<\/li>\n
  2. Construire une marque forte<\/strong> avec laquelle les visiteurs pourront se familiariser.<\/li>\n
  3. Rendre votre marque visible au-dessus de la ligne de flottaison<\/strong> afin que les visiteurs sachent exactement o\u00f9 ils sont lorsqu’ils arrivent sur votre page. Montrer une marque famili\u00e8re \u00e0 des visiteurs incertains permettra de r\u00e9duire les taux de rebond.<\/li>\n<\/ol>\n

    Mere-Exposure Effect<\/h2>\n

    Le degr\u00e9 de familiarit\u00e9 peut renforcer \u00e9norm\u00e9ment la capacit\u00e9 et la disposition des visiteurs \u00e0 interagir avec votre produit et \u00e0 finalement l’acheter.<\/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-18313","1":"page","2":"type-page","3":"status-publish","5":"entry"},"yoast_head":"\nMere-Exposure Effect - Convertize - Glossaire de Neuromarketing<\/title>\n<meta name=\"description\" content=\"Le Mere-Exposure Effect correspond \u00e0 l'attitude de plus en plus positive que nous adoptons \u00e0 l'\u00e9gard des choses qui nous sont de plus en plus famili\u00e8res.\" \/>\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\/mere-exposure-effect\/\" \/>\n<meta property=\"og:locale\" content=\"fr_FR\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Mere-Exposure Effect - 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