{"id":58659,"date":"2025-11-12T09:14:31","date_gmt":"2025-11-12T09:14:31","guid":{"rendered":"https:\/\/psychologydictionary.ae\/methode-dextraction-des-metaphores-de-zaltman\/"},"modified":"2025-11-12T09:14:31","modified_gmt":"2025-11-12T09:14:31","slug":"methode-dextraction-des-metaphores-de-zaltman","status":"publish","type":"post","link":"https:\/\/psychologydictionary.ae\/fr\/methode-dextraction-des-metaphores-de-zaltman\/","title":{"rendered":"M\u00e9thode d\u2019extraction des m\u00e9taphores de Zaltman"},"content":{"rendered":"<p>une technologie de neuromarketing nomm\u00e9e d\u2019apr\u00e8s le professeur Jerry Zaltman de l\u2019Universit\u00e9 Harvard (fin du 20e si\u00e8cle). La m\u00e9thode est bas\u00e9e sur l\u2019influence de l\u2019inconscient d\u2019une personne \u00e0 l\u2019aide d\u2019images graphiques : une image correctement s\u00e9lectionn\u00e9e active des images cach\u00e9es, des m\u00e9taphores qui naissent inconsciemment et provoquent des \u00e9motions positives qui incitent une personne \u00e0 faire un achat. La technique comporte deux \u00e9tapes :<x id=\"gid_0\"><\/x> 1) la collecte d\u2019images (les r\u00e9pondants choisissent des images pour exprimer leurs pens\u00e9es et leurs associations) ;<x id=\"gid_1\"><\/x>2) un entretien approfondi que le chercheur m\u00e8ne pour clarifier les m\u00e9taphores que les r\u00e9pondants attribuent aux images s\u00e9lectionn\u00e9es. Sur la base des images identifi\u00e9es, des collages graphiques sont construits, qui sont utilis\u00e9s dans des publicit\u00e9s (voir Neuromarketing au chapitre 1.9. Concepts psychologiques cl\u00e9s en psychologie cognitive).   <\/p>\n","protected":false},"excerpt":{"rendered":"<p>une technologie de neuromarketing nomm\u00e9e d\u2019apr\u00e8s le professeur Jerry Zaltman de l\u2019Universit\u00e9 Harvard (fin du 20e si\u00e8cle). La m\u00e9thode est bas\u00e9e sur l\u2019influence de l\u2019inconscient d\u2019une personne \u00e0 l\u2019aide d\u2019images graphiques : une image correctement s\u00e9lectionn\u00e9e active des images cach\u00e9es, des m\u00e9taphores qui naissent inconsciemment et provoquent des \u00e9motions positives qui incitent une personne \u00e0 [&hellip;]<\/p>\n","protected":false},"author":1,"featured_media":0,"comment_status":"closed","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_bbp_topic_count":0,"_bbp_reply_count":0,"_bbp_total_topic_count":0,"_bbp_total_reply_count":0,"_bbp_voice_count":0,"_bbp_anonymous_reply_count":0,"_bbp_topic_count_hidden":0,"_bbp_reply_count_hidden":0,"_bbp_forum_subforum_count":0,"footnotes":""},"categories":[200],"tags":[],"class_list":["post-58659","post","type-post","status-publish","format-standard","hentry","category-concepts-psychologiques-cles-en-psychologie-cognitive"],"_links":{"self":[{"href":"https:\/\/psychologydictionary.ae\/fr\/wp-json\/wp\/v2\/posts\/58659","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/psychologydictionary.ae\/fr\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/psychologydictionary.ae\/fr\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/psychologydictionary.ae\/fr\/wp-json\/wp\/v2\/users\/1"}],"replies":[{"embeddable":true,"href":"https:\/\/psychologydictionary.ae\/fr\/wp-json\/wp\/v2\/comments?post=58659"}],"version-history":[{"count":0,"href":"https:\/\/psychologydictionary.ae\/fr\/wp-json\/wp\/v2\/posts\/58659\/revisions"}],"wp:attachment":[{"href":"https:\/\/psychologydictionary.ae\/fr\/wp-json\/wp\/v2\/media?parent=58659"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/psychologydictionary.ae\/fr\/wp-json\/wp\/v2\/categories?post=58659"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/psychologydictionary.ae\/fr\/wp-json\/wp\/v2\/tags?post=58659"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}