{"id":18635,"date":"2019-05-02T18:28:45","date_gmt":"2019-05-02T16:28:45","guid":{"rendered":"https:\/\/www.convertize.com\/fr\/?page_id=18635"},"modified":"2019-07-18T18:29:45","modified_gmt":"2019-07-18T16:29:45","slug":"biais-disponibilite","status":"publish","type":"page","link":"https:\/\/www.convertize.com\/fr\/glossaire\/biais-disponibilite\/","title":{"rendered":"Biais de Disponibilit\u00e9"},"content":{"rendered":"<span class=\"rt-reading-time\" style=\"display: block;\"><span class=\"rt-label rt-prefix\">Temps de lecture : <\/span> <span class=\"rt-time\">2<\/span> <span class=\"rt-label rt-postfix\">minutes<\/span><\/span><section class=\"glossary-definition-text container\"><div class=\"col-xs-12\">\n<h2>Qu&rsquo;est-ce que le Biais de Disponibilit\u00e9 ?<\/h2>\n<p>Le Biais de Disponibilit\u00e9 est un des biais cognitifs d\u00e9crits par Daniel Kahneman et Amos Tversky dans leur\u00a0<a href=\"https:\/\/link.springer.com\/chapter\/10.1007\/978-94-010-1834-0_8\"><em>Judgement Under Uncertainty<\/em><\/a> (1974). Ce biais conduit les individus \u00e0 confondre la validit\u00e9 d&rsquo;une id\u00e9e avec la facilit\u00e9 avec laquelle cette id\u00e9e leur vient \u00e0 l&rsquo;esprit. Cet effet est \u00e0 l&rsquo;<span>\u0153uvre dans les situations suivantes<\/span>\u00a0:<\/p>\n<ul>\n<li>On consid\u00e8re souvent \u00e0 tort que les nouvelles r\u00e9guli\u00e8rement rapport\u00e9es dans les m\u00e9dias se produisent fr\u00e9quemment<\/li>\n<li>Plus on r\u00e9p\u00e8te des affirmations trompeuses, plus elles deviennent convaincantes<\/li>\n<li>Lorsqu&rsquo;on associe commun\u00e9ment deux id\u00e9es, elles finissent par avoir l&rsquo;air connect\u00e9es<\/li>\n<\/ul>\n<h2>Exemples<\/h2>\n<p>Dans le domaine publicitaire, les campagnes de saturation utilisent le principe de Disponibilit\u00e9 pour changer ce que les consommateurs pensent d&rsquo;un produit. En exposant le public \u00e0 des messages r\u00e9guliers associant un produit \u00e0 une id\u00e9e positive, ce produit et cette id\u00e9e peuvent finir par avoir l&rsquo;air connect\u00e9s (la campagne \u00ab\u00a0A Diamond is Forever\u00a0\u00bb de De Beers en est un bon exemple).<\/p>\n<p>De la m\u00eame fa\u00e7on, r\u00e9p\u00e9ter un fait douteux (ou m\u00eame une simple opinion) suffisamment fr\u00e9quemment peut lui donner la m\u00eame cr\u00e9dibilit\u00e9 et influence qu&rsquo;une affirmation statistiquement valide. Les campagnes politiques utilisent g\u00e9n\u00e9ralement une combinaison de Biais de Disponibilit\u00e9, de <a href=\"https:\/\/www.convertize.com\/fr\/expert-marketing-digital\/#confirmation-bias\">Biais de Confirmation<\/a> et d&rsquo;<a href=\"https:\/\/www.convertize.com\/fr\/glossaire\/mere-exposure-effect\/\">Effet de Familiarit\u00e9<\/a> pour persuader les gens du bienfond\u00e9 d&rsquo;une id\u00e9e.<\/p>\n<h2>Biais de Disponibilit\u00e9<\/h2>\n<p>Plut\u00f4t que de r\u00e9fl\u00e9chir \u00e0 chaque question de mani\u00e8re rationnelle et statistique, la plupart des gens utilisent des heuristiques de jugement telles que la Disponibilit\u00e9 (la facilit\u00e9 avec laquelle une id\u00e9e nous vient \u00e0 l&rsquo;esprit). Il est important pour les professionnels du marketing digital de se souvenir que les consommateurs n&rsquo;ont pas le temps d&rsquo;\u00e9valuer chaque produit selon des caract\u00e9ristiques objectives. En r\u00e9alit\u00e9 ils vont porter des jugements h\u00e2tifs fond\u00e9s sur des crit\u00e8res comme la familiarit\u00e9.<\/p>\n<p><img loading=\"lazy\" decoding=\"async\" src=\"https:\/\/www.convertize.com\/fr\/wp-content\/uploads\/2019\/05\/biais-de-disponibilite\u0301.png\" alt=\"biais de disponibilit\u00e9\" width=\"600\" height=\"273\" class=\"aligncenter wp-image-18637\" \/><\/p>\n<\/div><\/section>\n<div class=\"social-btn\"><a class=\"col-1 sbtn s-twitter\" onclick=\"popupwindow('https:\/\/twitter.com\/intent\/tweet?text=Biais%20de%20Disponibilit\u00e9&amp;url=https%3A%2F%2Fwww.convertize.com%2Ffr%2Fglossaire%2Fbiais-disponibilite%2F&amp;via=convertize','Twitter Follow','600','600')\" href=\"javascript:void(0);\" target=\"_blank\" rel=\"nofollow\"><span>Share on Twitter<\/span><\/a><a class=\"col-1 sbtn s-facebook\" onclick=\"popupwindow('https:\/\/www.facebook.com\/sharer\/sharer.php?u=https%3A%2F%2Fwww.convertize.com%2Ffr%2Fglossaire%2Fbiais-disponibilite%2F','Facebook Follow','600','600')\" href=\"javascript:void(0);\" target=\"_blank\" rel=\"nofollow\"><span>Share on Facebook<\/span><\/a><a class=\"col-1 sbtn s-linkedin\" onclick=\"popupwindow('https:\/\/www.linkedin.com\/shareArticle?mini=true&url=https%3A%2F%2Fwww.convertize.com%2Ffr%2Fglossaire%2Fbiais-disponibilite%2F&amp;title=Biais%20de%20Disponibilit\u00e9&amp;description=Le%20Biais%20de%20Disponibilit\u00e9%20d\u00e9crit%20la%20tendance%20\u00e0%20consid\u00e9rer%20que%20plus%20une%20chose%20nous%20vient%20facilement%20\u00e0%20l'esprit,%20plus%20elle%20a%20de%20chances%20d'\u00eatre%20vraie.','Linkedin Follow','600','600')\" href=\"javascript:void(0);\" target=\"_blank\" rel=\"nofollow\"><span>Share on Linkedin<\/span><\/a><\/div>","protected":false},"excerpt":{"rendered":"<p><span class=\"rt-reading-time\" style=\"display: block;\"><span class=\"rt-label rt-prefix\">Temps de lecture : <\/span> <span class=\"rt-time\">2<\/span> <span class=\"rt-label rt-postfix\">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-18635","1":"page","2":"type-page","3":"status-publish","5":"entry"},"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v23.7 - 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