PERSUASIVE EFFECTS OF DIGITAL INTERFACES
Résumé
The Accreditation to Direct Research document represents a means of presenting a state of places from the last years that I spent as a teacher, researcher, consultant and entrepreneur. Following years spent studying advertising in three countries, in England (BA Hons in Advertising, Southampton Institute), Information Systems in Canada and France (MBA in IS, Laval University, Quebec and DESS1 in New Media from remote communication and project management, Nantes) and marketing in France (Doctorate in marketing from the University of Nantes and Master of Science and Technology from Communication at the University of Avignon), I naturally gravitated towards preparation of a thesis at the confluence of these three subjects, after having written a dissertation in each of these institutions, focused on the same theme: Internet advertising for entrepreneurs and SMEs. The subject of my thesis therefore touched on a variable common to these subjects, which is interested to the behavior of the screen user, and therefore to the consumer. The behavior to study was the purchasing intention in the context of e-commerce. Color is a processed variable both in the disciplines of “marketing”, “advertising”, and “information systems”, i.e. in the three disciplines studied during my student curriculum. The color is not processed in 2003 as a topic relating to online user behavior, as was the case in a traditional, offline setting, I oriented the subject of my thesis towards the effects of color of websites on memorization, cognitive psychology having become the subject which mattered to me the most. All this evolving around the understanding of the behavior of the consumer, and the workings of e-commerce, from ordering to delivery and comparing cultures such as France, China, the United States, Poland or Thailand.