• Project start: 01/04/2022
• Project end: 31/03/2027

In 2024, there were 5.35 billion internet users out of a global population of 8.16 billions inhabitants. In our hyperconnected society, the development of communication technologies is continuous, and the production of digital images, especially promotional ones, is constantly growing. The rise of social media extend to new audiences. As a result, this context enhances the pressure of advertising on consumers, as they are constantly dealing with promotional content. It contributes to their purchasing behavior. For example, when it comes to buy jeans, to sign up for a gym membership, or to adopt a specific lifestyle.

The main goal of the ETIC project is to study the aftermath – especially the harmful effects, of marketing strategies (from the attractive and distracting power of images to personification, and repeated exposure) on individuals. While such contents may seem harmless at first glance, such marketing and advertising techniques can generate cognitive costs for consumers, and even trigger psychological defence mechanisms. It could also reveal problematic behaviours, negative emotions and other psychological disorders.

Package 1 : Effects of Images Disseminated online by Professional Organisations

This package focuses on strategies implemented by marketing and communication professionals. It studies the negative effects of the distracting power of digital content, advertising intrusion, targeting, and repeated exposure.

Package 2 : Effects of Self-Promotional Images Disseminated by Internet Users

This package focuses on self-promotion strategies on social media, drawing attention to the attractive power of digital visual content (filters, retouching), personalisation of dissemination (taking comments into account, interactivity, choice of social media), and repeated exposure.

The study of these two complementary axes allows for a comparative analysis of communication strategies, based on three factors :

1. The source of transmission : professionals (package 1), internet users (package 2).
2. The experience of recipients (packages 1 and 2), who are sometimes producers of self-promotional content (package 2).
3. The attitude of Internet users towards the strategies of marketing and communication professionals (package 1) and self-promotional images (package 2). 

Scientific leaders:

• Sandra CAMUS, Professor of Management Sciences, Granem (University of Angers): Project leader
• Aurély LAO, Assistant Professor of Management Sciences, Lumen (University of Lille): Head of Area 1.
• Laurie BALBO, Associate Professor of Marketing, GEM Alpine Business School: responsible for axis 2.

Associate researchers:

• Philippe ALLAIN, Professor of Neuropsychology, LPPL (University of Angers).
• Stéphane AMATO, Assistant Professor in Information and Communication Sciences, IMSIC (University of Toulon).
• Jérémy BESNARD, Assistant Professor in Neuropsychology, LPPL (University of Angers).
• David BOURGUIGNON, Professor of Social Psychology, PErSEUs (University of Lorraine).
• Maud DERBAIX, Associate Professor of Marketing, Kedge Business School, Bordeaux.
• Hajar EL KHOULALY, PhD student in Management Sciences, Granem (University of Angers) => thesis co-supervised by Sandra CAMUS and Aurély LAO.
• Nicolas KERVYN, Associate Professor of Marketing, LouRIM (UCLouvain), Belgium.
• Alexandra MASCIANTONIO, Postdoctoral Researcher in Social Psychology, University of Utrecht, Netherlands.
• Gaëlle PANTIN-SOHIER, Professor of Management Sciences, Granem (University of Angers).
• Madeleine PASTINELLI, Professor of Sociology, CELAT-LabCMO (University of Laval), Quebec, Canada.
• Ingrid PONCIN, Professor of Management Sciences, LouRIM (UCLouvain), Belgium.
• Catherine POTARD, Professor of Health Psychology, LPPL (University of Angers).
• Jean-Claude SOULAGES, Professor of Information and Communication Sciences, Max Weber Center (Lyon 2 University).
• Fanny THOMAS, Assistant Professor of Management Sciences, Granem (University of Angers)

Partners

• Stéphane MARTIN, Director General of ARPP (French Advertising Regulatory Authority).

Funding