{"id":19480,"date":"2019-07-01T16:39:31","date_gmt":"2019-07-01T14:39:31","guid":{"rendered":"https:\/\/www.convertize.com\/fr\/?page_id=19480"},"modified":"2019-07-29T11:37:04","modified_gmt":"2019-07-29T09:37:04","slug":"peak-end-rule","status":"publish","type":"page","link":"https:\/\/www.convertize.com\/fr\/glossaire\/peak-end-rule\/","title":{"rendered":"Peak-End Rule"},"content":{"rendered":"Temps de lecture : <\/span> 2<\/span> minutes<\/span><\/span>
\n

Qu’est-ce que la Peak-End Rule ?<\/h2>\n

La Peak-End Rule d\u00e9crit la fa\u00e7on dont les individus \u00e9valuent une exp\u00e9rience apr\u00e8s coup. Pour ce faire, ils ont en effet tendance \u00e0 prendre essentiellement en compte le sentiment le plus fort que leur a procur\u00e9 l’exp\u00e9rience (qu’il soit positif ou n\u00e9gatif) et leur ressenti \u00e0 la fin de celle-ci.<\/p>\n

Ce ph\u00e9nom\u00e8ne a \u00e9t\u00e9 identifi\u00e9 lors de nombreuses exp\u00e9riences. Par exemple, une exp\u00e9rience publi\u00e9e en 1993<\/a> montrent que les sujets pr\u00e9f\u00e8rent plonger leur main plus longtemps dans de l’eau froide si la temp\u00e9rature augmente d’un degr\u00e9 \u00e0 la fin plut\u00f4t que de la garder moins longtemps sans augmentation de temp\u00e9rature.<\/p>\n

\"peak-end<\/p>\n

Exemples<\/h2>\n

Des chercheurs<\/a> ont ainsi \u00e9valu\u00e9 la satisfaction ressentie lorsque l’on re\u00e7oit un cadeau. Les r\u00e9sultats confirment l’existence de la peak-end rule. Les sujets \u00e9taient en effet plus contents de recevoir un seul cadeau (qui \u00e9tait tr\u00e8s satisfaisant) plut\u00f4t que de recevoir successivement deux cadeaux, sachant que le second cadeau \u00e9tait moins satisfaisant que le premier. Il faut donc prendre cela en compte lorsqu’on con\u00e7oit des offres promotionnelles.<\/p>\n

On peut \u00e9galement consid\u00e9rer que cette r\u00e8gle s’applique \u00e0 l’exp\u00e9rience utilisateur<\/a> sur un site de e-commerce, du moment o\u00f9 le visiteur arrive sur une Landing Page<\/a> au moment o\u00f9 il le quitte. Toutefois, cela va plus loin d’apr\u00e8s une \u00e9tude faite sur la vente au d\u00e9tail en ligne<\/a>. Selon cette \u00e9tude, si l’exp\u00e9rience sur le site est importante, le moment le plus d\u00e9terminant est celui de l’ex\u00e9cution de la commande. C’est lui qui influence le plus la d\u00e9cision de l’utilisateur de revenir ou non effectuer des achats sur le site.<\/p>\n

Peak-End Rule<\/h2>\n

La Peak-End Rule est donc un ph\u00e9nom\u00e8ne psychologique important \u00e0 prendre en compte pour les professionnels du marketing digital qui veulent laisser une impression positive \u00e0 leurs clients et futurs clients.<\/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-19480","1":"page","2":"type-page","3":"status-publish","5":"entry"},"yoast_head":"\nPeak-End Rule - Convertize - Glossaire de Neuromarketing<\/title>\n<meta name=\"description\" content=\"Selon la Peak-End Rule, nous \u00e9valuons une exp\u00e9rience en fonction du plus puissant sentiment ressenti lors de celle-ci et de la fa\u00e7on dont elle s'est finie.\" \/>\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\/peak-end-rule\/\" \/>\n<meta property=\"og:locale\" content=\"fr_FR\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Peak-End Rule - 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