ETIC

The ETIC project (effects of digital images on consumers) aims to study the negative influences of digital advertising and promotional images on people. Individuals are analyzed in their double hypostasis, as consumers of images on screens and of distributors of images on social media. The objective is to analyze the consequences of marketing strategies (attractive and distractive power of images, personalization, repeated exposures) on cognitive costs and psychological defense mechanisms, problematic behaviors, emotions with negative valence, and other psychological disorders. The originality of the project is especially based on the analysis of correspondences and divergences of strategies between marketing professionals, on the one hand, and on Internet users who are adept at self-promotion on social networks, on the other. The aim of the project is to define recommendations to reduce these negative effects in particular, by means of awareness-raising actions.