Apports et implications de la cognition sociale à la communication externe des organisations : le cas de l'influence des campagnes de prévention de santé publique. Nouvelles perspectives ouvertes par la communication engageante.

摘要

Illustrating an example of social cognition's contributions to organizations external communication: public health communication campaigns influence, the article has a double scientific and operational goal. On the one hand, it shows how recent researches in socio-cognition explain, through multiple models and methods, the psychological effects and processes of health communication campaigns influence. In addition, it highlights the operational implications of social cognition for practitioners as regards decision-making aid, in particular to optimize the effectiveness of preventive messages, media plans or measuring instruments of effectiveness. In this context, the article also considers the new scientific and operational prospects opened by the recent concept of committing communication.