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La psychologie de la La psychologie de la
persuasion II persuasion II
David LEISER
david.leiser@gmail.com
Action raisonne
Rsistance
Inter-temporel
Prospect theory
Plausibilit de
llaboration
3
Intro
Exemples
Attitudes
lments
Processus (attention, comprhension, rtention)
Composantes (source, message, canal, rcepteur)
intgration
Modle de la Plausibilit de llaboration
Recours la peur, auto-protection
Action raisonne
Processus de Rsistance
La Thorie de lAction Raisonne
La Thorie de lAction Planifie
TAR TAP
LA THORIE DE LACTION LA THORIE DE LACTION
RAISONNE RAISONNE
La thorie de lAction raisonne
Les gens sont gnralement rationnels et utilisent
linformation accessible
TAR le comportement nest pas contrle par les
motifs inconscients
Les gens considrent les consquences et les
implications de leurs actions avant de sengager
dans (ou dviter) un certain comportement
Les comportement, concernant la sante en
particulier, sont la consquence directe
dintentions concernant ce comportement
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LES INTENTIONS sont dtermines par
deux composantes :
1. Attitude (sentiments) envers le comportement
2. Norme subjective au sujet de la convenance du
comportement
Norme
subjective
Attitude a
lgard du
comportement
Intention Comportement
Intention
Probabilit perue d'effectuer le
comportement
Doit tre une indication ferme de
l'intention
le but d'une intervention base sur la TCR est
d'affecter lintention
Boire de lAlcool: Norme Subjective
1. Les gens dont lopinion mimporte approuverait que je boive de
lalcool au cours de ce semestre.
2. People who are close to me would approve of my drinking
alcohol this semester.
3. Most people who are important to me will drink alcohol this
semester.
4. People who are close to me expect me to drink alcohol this
semester.
Strongly disagree --- Strongly agree
= .85
1. Attitude a lgard du comportement
A. Croyances propos des consquences
Croyance que l'excution comportementale
est associe de certains attributs ou
rsultats
Facteurs
experience
Information
influences sociales (famille, pairs, etc.)
B. Valeur
Valeur attache ces consquences
Boire de lAlcool: Attitude
(chelle 5-point) - Ajzen, Gilbert Cote, Joyce, & Sheikh (2007)
Pour moi boire de lalcool au cours de ce
semestre serait
1. trs dplaisant --- trs agrable
2. Extrmement indsirable --- Extrmement dsirable
3. Extrmement mauvais --- Extrmement bien

= .92
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2. Norme Subjective
A. Croyance Normative
Attentes des personnes importantes pour moi
(Media, pairs, parents, etc.)
B. Motivation a se conformer
Motivation de faire ce que chaque personne
rfrent croit/attend
Parents vs. Pairs
Boire de lAlcool: Norme Subjective
1. Les gens dont lopinion mimporte approuveraient que je boive
de lalcool au cours de ce semestre.
2. People who are close to me would approve of my drinking
alcohol this semester.
3. Most people who are important to me will drink alcohol this
semester.
4. People who are close to me expect me to drink alcohol this
semester.
Strongly disagree --- Strongly agree
= .85
Boire de lAlcool: Attitude
(chelle 5-point) - Ajzen, Gilbert Cote, Joyce, & Sheikh (2007)
Pour moi boire de lalcool au cours de ce
semestre serait
1. trs dplaisant --- trs agrable
2. Extrmement indsirable --- Extrmement dsirable
3. Extrmement mauvais --- Extrmement bien

= .92
Boire de lAlcool: Mesure dIntention
1. Jai lintension de boire de lalcool au cours de ce semestre
Pas du tout daccord --- tout a fait daccord
2. Je boirai sans doute boire de lalcool au cours de ce
semestre.
3.
= .98
Consommation alcool - comportement
1. A quelle frquence buvez-vous de lalcool
Jamais 1 2 3 4 5 6 7 Pratiquement tous les jours
2. Combien consommez-vous typiquement chaque occasion?
________ boissons
3. How would you describe yourself in terms of your current use of
alcohol?
_____ abstainer _____ moderate drinker
_____ infrequent drinker _____ heavy drinker
_____ light drinker _____ chronic alcohol abuser
4. On how many occasions have you had one or more drinks in the past 30
days? _____ none _____ 6 to 9 occasions
_____ 1 to 2 occasions _____ 10 to 15 occasions
_____ 3 to 5 occasions _____ more than 16 occasions
LA THORIE DE LACTION LA THORIE DE LACTION
PLANIFIE PLANIFIE
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TAR
Norme subjective
Attitude a lgard
du comportement
Intention Comportement
Contrle
comportemental
peru
Norme subjective
Attitude a lgard
du comportement
Intention
Comportement
Contrle
comportemental
D

t
e
r
m
i
n
a
n
t
s

d
i
v
e
r
s
Intention de
changer
comportement
Motivation de
protection
Evaluation
de severite
Importance
du danger
Evaluation
probabilite
probabilite
Croyance en
Efficacite
Efficacite de
la
precaution
Croyance en
competence
propre
comparez comparez Motivation de la Protection Motivation de la Protection
psychologique
21
Consommation alcool:
Contrle comportemental peru
1. Si je le veux, je pourrais facilement boire de lalcool au
cours du sumestre.
Pas du tout daccord --- tout a fait daccord
2. For me to drink alcohol this semester is
Very impossible --- Very possible
3. It will be difficult for me to drink alcohol this semester.
Strongly disagree --- Strongly agree
4. I should have no trouble drinking alcohol this semester.
Strongly disagree --- Strongly agree
= .71
DOMAINES DOMAINES
Ajzen et Fishbein
Health-Related
Infant sugar intake
Smoking cessation
Condomuse
Food choice
Living kidney donation
Physical activity
Testicular self-examination
Using illegal drugs
Donating blood
Medical decisions
Dental hygiene
Breast self-examination
Drinking alcohol
Eating low-fat diet
Weight loss
Eating fruit and vegetables
Medical compliance
Dieting
Physician referrals
Medical checkup
Using dental floss
Skin protection
Taking hormone replacements
Other
Playing basketball
Investment decisions
Playing video games
Seeking redress
Volunteering behavior
Political participation
Employment turnover
Driving violations
Using infant seats
Purchase decisions
Motorcycle safety
Environmental protection
Job-search behavior
Academic performance
Choice of travel mode
Shoplifting
Taking physics classes
Extramarital relations
Voting
Anti-nuclear activism
Attending church
Recycling
Applying for promotion
Employment decisions
Conserving water
Studying for an exam
Technology acceptance
Gift-giving
Using safety helmets
Hunting
Leisure behavior
List of references on the Web:
http://www.people.umass.edu/aizen/tpbrefs.html
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PRDICTIONS PRDICTIONS
Boire de lalcool
(Ajzen, Gilbert Cote, Joyce, & Sheikh , 2007)
R = .93 R = .76
Attitude
Toward the
Behavior
Subjective
Norm
Perceived
Behavioral
Control
Intention Behavior
.55
.13
.44
.11*
.36
Problme de Boisson (Schlegel et al., 1990)
R = .72 R = .62
Attitude
Toward the
Behavior
Subjective
Norm
Perceived
Behavioral
Control
Intention Behavior
. 41
. 15
. 36
. 43
. 29
Recyclage du verre (Ldemann, 1995)
Note. jaune = correlations; blanc = coefficients regression.
R = .77 R = .88
Croyances
comportement
Croyances
Normes
Croyances
controle
Attitude a
lgard du
comportement
Norme
subjective
Contrle
comporte-
mental peru
Intention Behavior
. 44
. 17
. 39
. 06
. 61
. 57
. 63
. 85
Croyances
Normes
Croyances
controle
Croyances
comportement
Recyclage du verre (Ldemann, 1995)
Note. jaune = correlations; blanc = coefficients regression.
R = .77 R = .88
Croyances
comportement
Croyances
Normes
Croyances
controle
Attitude a
lgard du
comportement
Norme
subjective
Contrle
comporte-
mental peru
Intention Behavior
. 44
. 17
. 39
. 06
. 61
. 57
. 63
. 85
Croyances
comportement
Norme
subjective
Attitude a
lgard du
comportement
Intention
Croyances
propos des
consquences
Valeur
attribue aux
consquences
Evaluation
des obstacles et
facilitants
Croyances
propos des
obstacles et
facilitants
Motivation
se conformer
Croyance
normative
Croyances
propos des
consquences
Valeur
attribue aux
consquences
Motivation
se conformer
Croyance
normative
Comportement
Contrle
comportemental
peru
Contrle
comportemental
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CROYANCES CONCERNANT
LES CONSQUENCES
Croyances consequences recyclage
Resultat force croyance valeur effet
Non- Non-
recycleurs Recycleurs recycleurs Recycleurs
Bonne conscience -2.16 -3.62 1.47 1.93
Trash can fills up fast 3.47 4.22 -1.38 -2.04
Cleaning used bottles -2.30 -2.65 -1.40 -0.77
Convenient trash removal 3.91 2.63 2.05 1.78
Time-saving 4.19 3.12 1.94 1.45
Burdening environment by trash 2.01 3.22 -1.62 -2.38
Re-use of raw materials -3.15 -4.13 1.82 2.53
Inconvenient removal -3.39 -2.14 -1.86 -1.47
Saves space in landfill -3.09 -3.68 1.66 2.45
Heavier trash can 3.52 4.28 -1.34 -1.43
Croyances consequences la Chasse
(Hrubes, Ajzen, & Daigle, 2000)
correlation correlation
Croyacnce force valuation intention comportement
Voir le paysage, contempler la nature 1.96 2.65 .54 .52
Observing and learning about wildlife 2.56 2.38 .46 .44
Feeling tired and exhausted 0.05 0.03 .12* .10*
Creating or maintaining significant
relationships with family or friends 1.00 2.67 .61 .58
Relaxing and relieving stress 1.32 2.66 .68 .65
Getting exercise and staying in shape 1.39 2.60 .62 .59
Feeling a sense of competence 1.25 2.42 .59 .56
Experiencing solitude, time to think 2.01 2.52 .56 .52
Getting dirty, wet, or cold 2.10 0.05 .04* .03*
Feeling a sense of belonging and
familiarity with nature 1.54 2.45 .60 .57
Experiencing excitement 2.32 2.40 .60 .58
Seeing wounded or dead animals 2.38 1.35 .40* .39*
Note. Force -5 +5; outcome evaluation -3 3.
*Non significant; toutes les autres correlation sont significantes p < .01.
Prservatifs
(Jamner, Wolitski, Corby, & Fishbein, 1998)
Utiliser un prservatif avec votre partenaire . . .
Facherait votre partenaire
Make sex less intimate
Decrease your sexual pleasure
Decrease your partners sexual pleasure
Be the responsible thing to do
Make you worry less
Protect from AIDS
Show your partner that you care
Make him think you dont trust him
Activite physique, personnes agees (Courneya, 1995)
Une activite physique regulire . . .
Me mettrait en meilleur forme
Increases my level of energy
Helps me lose weight
Makes me feel better
Improves my mental health
Increases my muscle strength and tone
Provides opportunity to socialize with other people CROYANCES CONTRLE
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Controle - recyclage
Savoir ou est le receptable le plus proche
Good physical condition
Availability of transportation
Great distance to container
Controle - chasse
(Hrubes, Ajzen, & Daigle, 2000)
Force Correlation comportement
Je nai pas le temps
daller chasser* 5.66 .30
I have the knowledge and
skills to engage in hunting 5.32 .48
In can afford to engage in
hunting 6.61 .35
I takes great effort and time
for me to engage in hunting* 4.94 .31
Note. Croyance de 1 (extremement incertain) 10 (certain).
Toutes les Correlations p < .05.
Activit Physique Rgulire 3eme age: Controle
(Courneya, 1995)
Je suis certain que je pourrais me livrer une activit
physique rguliere meme si . . .
Javais dautres choses faire
I had a physical disability
I was feeling lazy or unmotivated
The weather was bad
I was pressed for time or too busy
It was too expensive
Access to facilities was difficult
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Intro
Exemples
Attitudes
lments
Processus (attention, comprhension, rtention)
Composantes (source, message, canal, rcepteur)
intgration
Modle de la Plausibilit de llaboration
Recours la peur, auto-protection
Action raisonne
Processus de Rsistance
Action raisonne
Rsistance
Inter-temporel
Prospect theory
Plausibilit de
llaboration