{"id":18994,"date":"2019-05-20T19:17:28","date_gmt":"2019-05-20T17:17:28","guid":{"rendered":"https:\/\/www.convertize.com\/fr\/?page_id=18994"},"modified":"2019-07-29T10:38:49","modified_gmt":"2019-07-29T08:38:49","slug":"conformisme","status":"publish","type":"page","link":"https:\/\/www.convertize.com\/fr\/glossaire\/conformisme\/","title":{"rendered":"Conformisme"},"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 c&rsquo;est ?<\/h2>\n<p>Le Conformisme d\u00e9crit l&rsquo;influence qu&rsquo;exercent les choix d&rsquo;autrui sur nos propres choix. Dans les cas o\u00f9 nos pr\u00e9f\u00e9rences ne sont pas clairement tranch\u00e9es, le pouvoir de persuasion de groupe est particuli\u00e8rement important. Toutefois, l&rsquo;opinion majoritaire peut alt\u00e9rer notre comportement m\u00eame lorsque nous nous sommes d\u00e9j\u00e0 forg\u00e9s notre propre opinion.<\/p>\n<p>Plusieurs raisons ont \u00e9t\u00e9 avanc\u00e9es pour expliquer notre caract\u00e8re influen\u00e7able. Dans ses \u00e9tudes de groupes r\u00e9alis\u00e9es en 1956, <a href=\"https:\/\/psycnet.apa.org\/record\/2011-16966-001\">Solomon Asch<\/a> a d\u00e9montr\u00e9 que les sujets r\u00e9agissaient de trois mani\u00e8res diff\u00e9rentes dans des situations o\u00f9 leur jugement pr\u00e9d\u00e9termin\u00e9 (manifestement correct) entrait en conflit avec le jugement du groupe (manifestement incorrect) :<\/p>\n<ul>\n<li>Le participant ne se conformait \u00e0 aucun moment (seulement 25% des participants)<\/li>\n<li>L&rsquo;individu se conformait car il avait peur du rejet (la majorit\u00e9 des participants)<\/li>\n<li>L&rsquo;individu \u00e9tait r\u00e9ellement convaincu de l&rsquo;exactitude d&rsquo;un jugement manifestement incorrect<\/li>\n<\/ul>\n<h2>Exemples<\/h2>\n<p>L&rsquo;effet de Conformisme est souvent utilis\u00e9 pour renforcer l&rsquo;attrait des offres commerciales. Par exemple, les restaurants font souvent en sorte de cr\u00e9er une liste d&rsquo;attente pour obtenir une table, et ce m\u00eame si c&rsquo;est inutile. Ils tirent en effet parti des queues qui courent \u00e0 l&rsquo;ext\u00e9rieur du b\u00e2timent. Les serveurs retirent aussi parfois une tranche d&rsquo;un g\u00e2teau tout juste sorti du four pour mettre en avant sa popularit\u00e9.<\/p>\n<p><img loading=\"lazy\" decoding=\"async\" src=\"https:\/\/www.convertize.com\/fr\/wp-content\/uploads\/2019\/07\/Conformisme.png\" alt=\"conformisme\" width=\"800\" height=\"480\" class=\"wp-image-19936 aligncenter\" \/><\/p>\n<h2>Le Conformisme en Marketing<\/h2>\n<p>Afficher des t\u00e9moignages positifs ou des nombres \u00e9lev\u00e9s d&rsquo;utilisateurs est une strat\u00e9gie classique pour les professionnels du marketing. Les offres promotionnelles qui sugg\u00e8rent qu&rsquo;un produit est tr\u00e8s demand\u00e9 associent l&rsquo;effet de Conformisme avec celui de Raret\u00e9.<\/p>\n<p>Il est particuli\u00e8rement important en e-commerce d&rsquo;apporter des <a href=\"https:\/\/www.convertize.com\/fr\/social-proof-marketing\/\">preuves de popularit\u00e9<\/a> car, <a href=\"https:\/\/www.convertize.com\/fr\/experience-utilisateur\/\">contrairement \u00e0 ce qu&rsquo;il se passe dans un magasin physique<\/a>, les anciens clients et les clients actuels demeurent invisibles aux yeux de l&rsquo;utilisateur en ligne. Des plateformes comme Amazon mettent en \u0153uvre des strat\u00e9gies sophistiqu\u00e9es pour r\u00e9colter des commentaires clients et prouver leur authenticit\u00e9. Elles ont aussi d\u00e9velopp\u00e9 un \u00e9ventail de signifiants visuels (les \u00e9toiles dor\u00e9es) particuli\u00e8rement efficaces qui rassurent et persuadent les clients.<\/p>\n<h2>Conformisme<\/h2>\n<p>Le besoin de se conformer est une source de motivation puissante et procure un fort sentiment de s\u00e9curit\u00e9. Ce besoin se manifeste principalement lorsqu&rsquo;un client doit choisir parmi des options similaires. Toutefois, m\u00eame des d\u00e9cisions plus substantielles peuvent \u00eatre influenc\u00e9es en mettant en valeur la popularit\u00e9 d&rsquo;un choix particulier.<\/p>\n<\/div><\/section>\n<div class=\"social-btn\"><a class=\"col-1 sbtn s-twitter\" onclick=\"popupwindow('https:\/\/twitter.com\/intent\/tweet?text=Conformisme&amp;url=https%3A%2F%2Fwww.convertize.com%2Ffr%2Fglossaire%2Fconformisme%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%2Fconformisme%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%2Fconformisme%2F&amp;title=Conformisme&amp;description=Le%20Conformisme%20est%20un%20biais%20cognitif%20qui%20d\u00e9crit%20la%20fa\u00e7on%20dont%20l'opinion%20et%20le%20comportement%20d'autrui%20ont%20une%20influence%20sur%20les%20choix%20d'un%20individu.','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-18994","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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