{"id":204,"date":"2025-11-12T06:07:51","date_gmt":"2025-11-12T05:07:51","guid":{"rendered":"https:\/\/makingblog.audencia.com\/scroll-think\/?p=204"},"modified":"2026-01-12T18:06:23","modified_gmt":"2026-01-12T17:06:23","slug":"les-pubs-feel-good-dopamine-marketing-ou-manipulation-emotionnelle","status":"publish","type":"post","link":"https:\/\/makingblog.audencia.com\/scroll-think\/2025\/11\/12\/les-pubs-feel-good-dopamine-marketing-ou-manipulation-emotionnelle\/","title":{"rendered":"Quand la pub joue avec notre dopamimne"},"content":{"rendered":"\n<p><strong>Des couleurs pop, des musiques qui font danser, ces pubs sont pens\u00e9es par le marketing pour jouer avec notre cerveau et notre humeur.<\/strong><\/p>\n\n\n\n<figure class=\"wp-block-image size-full\"><img fetchpriority=\"high\" decoding=\"async\" width=\"800\" height=\"533\" src=\"https:\/\/makingblog.audencia.com\/scroll-think\/wp-content\/uploads\/2025\/11\/Image.jpg\" alt=\"\" class=\"wp-image-290\" srcset=\"https:\/\/makingblog.audencia.com\/scroll-think\/wp-content\/uploads\/2025\/11\/Image.jpg 800w, https:\/\/makingblog.audencia.com\/scroll-think\/wp-content\/uploads\/2025\/11\/Image-300x200.jpg 300w, https:\/\/makingblog.audencia.com\/scroll-think\/wp-content\/uploads\/2025\/11\/Image-768x512.jpg 768w\" sizes=\"(max-width: 800px) 100vw, 800px\" \/><\/figure>\n\n\n\n<div class=\"wp-block-uagb-container uagb-block-73c17f5c alignfull uagb-is-root-container\"><div class=\"uagb-container-inner-blocks-wrap\"><\/div><\/div>\n\n\n\n<h4 class=\"wp-block-heading\"><strong>Le \u201cdopamine marketing\u201d : le pi\u00e8ge du plaisir<\/strong><\/h4>\n\n\n\n<p>Le concept est simple : quand une pub nous fait du bien, notre cerveau lib\u00e8re de la dopamine, la mol\u00e9cule du plaisir et de la motivation. R\u00e9sultat : on retient le message, on clique, on consomme.<br>Certaines marques ma\u00eetrisent cette m\u00e9canique \u00e0 la perfection, transformant une simple \u00e9motion positive en un r\u00e9flexe d\u2019achat.Plus la sensation est agr\u00e9able, plus on a envie d\u2019y retourner. Et chez la Gen Z, avide d\u2019authenticit\u00e9 et de spontan\u00e9it\u00e9, cette strat\u00e9gie marche encore mieux.<br>Sauf qu\u2019\u00e0 force de vouloir \u201cfaire du bien\u201d, certaines campagnes jouent avec la manipulation \u00e9motionnelle.<\/p>\n\n\n\n<h4 class=\"wp-block-heading\"><strong>La Gen Z, entre plaisir et m\u00e9fiance<\/strong><\/h4>\n\n\n\n<p>La g\u00e9n\u00e9ration Z adore les contenus qui font du bien, \u00e0 condition qu\u2019ils sonnent vrai.<br>Sur TikTok et Instagram, les campagnes qui c\u00e9l\u00e8brent la joie, la confiance ou la nostalgie cartonnent. Elles cr\u00e9ent de la viralit\u00e9, de la reconnaissance et parfois un vrai sentiment d\u2019appartenance.Mais l\u2019effet inverse existe aussi : \u00e0 force de messages trop lisses, beaucoup de jeunes d\u00e9crochent.<br>Moins d\u2019un tiers des pubs cens\u00e9es toucher la Gen Z cr\u00e9ent un vrai lien \u00e9motionnel. Trop de \u201cpositif\u201d tue le positif.<\/p>\n\n\n\n<h4 class=\"wp-block-heading\"><strong>Quand l\u2019\u00e9motion devient manipulation<\/strong><\/h4>\n\n\n\n<p>Faire sourire, c\u2019est bien. Mais certaines marques savent aussi jouer sur d\u2019autres leviers : la peur de rater quelque chose, la nostalgie d\u2019un pass\u00e9 id\u00e9alis\u00e9 ou la culpabilit\u00e9 de ne pas \u201cfaire assez\u201d. Ces \u00e9motions, d\u00e9clench\u00e9es volontairement, influencent nos d\u00e9cisions sans qu\u2019on s\u2019en rende compte. Manipuler le ressenti, c\u2019est exploiter nos vuln\u00e9rabilit\u00e9s.<br>Et \u00e0 long terme, cette fronti\u00e8re entre communication et manipulation devient floue, voire dangereuse pour une audience jeune et hyperconnect\u00e9e.<\/p>\n\n\n\n<h4 class=\"wp-block-heading\"><strong>Vers un marketing plus responsable<\/strong><\/h4>\n\n\n\n<p>La Gen Z ne rejette pas la pub, elle rejette l\u2019artifice. Les marques qui fonctionnent sont celles qui parlent vrai : sant\u00e9 mentale, confiance en soi, diversit\u00e9, respect.<br>Celles qui misent uniquement sur le sourire forc\u00e9 et les arcs-en-ciel risquent d\u2019\u00eatre vite oubli\u00e9es. Le \u201cfeel good\u201d n\u2019est pas un probl\u00e8me en soi, tant qu\u2019il ne cache pas une strat\u00e9gie \u00e9motionnelle douteuse.<br>En clair : un bon message doit faire du bien sans nous faire perdre notre libre arbitre.<\/p>\n\n\n\n<h5 class=\"wp-block-heading\"><strong>Sources<\/strong><\/h5>\n\n\n\n<p><a href=\"https:\/\/www.pulse-advertising.com\/news\/why-emotional-content-is-the-way-to-go-for-brands\/?utm_source=chatgpt.com\">Why Emotional Content Is the Way to Go for Brands<\/a> \u2013 Pulse Advertising, 2025.<\/p>\n\n\n\n<p><a href=\"https:\/\/ijemr.asia\/index.php\/ijemr\/article\/view\/492?utm_source=chatgpt.com\">Emotional Branding and Customer Loyalty: Gen Z in Japan<\/a> \u2013 I. Isroni, IJEMR, 2025. <a href=\"https:\/\/www.listrak.com\/blog\/marketing-to-gen-z-navigating-emotion-in-an-age-of-uncertainty?utm_source=chatgpt.com\">Marketing to Gen Z: Navigating Emotion in an Age of Uncertainty<\/a> \u2013 Listrak Blog, 15 juil. 2025.&nbsp;<\/p>\n\n\n\n<p><a href=\"https:\/\/www.listrak.com\/blog\/marketing-to-gen-z-navigating-emotion-in-an-age-of-uncertainty?utm_source=chatgpt.com\">listrak.com<\/a><a href=\"https:\/\/www.tandfonline.com\/doi\/full\/10.1080\/10495142.2024.2372104?af=R&amp;utm_source=chatgpt.com\">Sympathy and Guilt: Optimizing Advertising Appeals for Young Audiences<\/a> \u2013 Taylor &amp; Francis, 2024.&nbsp;<\/p>\n\n\n\n<p><a href=\"https:\/\/acr-journal.com\/article\/digital-nostalgia-marketing-how-past-centric-ads-affect-gen-z-consumption-1527\/?utm_source=chatgpt.com\">Digital Nostalgia Marketing: How Past-Centric Ads Affect Gen Z Consumption<\/a> \u2013 ACR-Journal, 2025.&nbsp;<\/p>\n\n\n\n<p><a href=\"https:\/\/www.fastcompany.com\/91219597\/how-dopamine-design-took-over-your-tiktok-feed-and-then-moved-to-store-shelves?utm_source=chatgpt.com\">How \u2018Dopamine Design\u2019 took over your TikTok feed\u2014and then moved to store shelves<\/a> \u2013 Fast Company, 31 oct. 2024.<span id=\"docs-internal-guid-760aab0d-7fff-0c56-46d3-424a945aa5c3\" style=\"white-space: normal; caret-color: rgb(0, 0, 0); color: rgb(0, 0, 0);\"><\/span><\/p>\n\n\n\n<p><\/p>\n","protected":false},"excerpt":{"rendered":"<p>Des couleurs pop, des musiques qui font danser, ces pubs sont pens\u00e9es par le marketing pour jouer avec notre cerveau [&hellip;]<\/p>\n","protected":false},"author":1,"featured_media":291,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_uag_custom_page_level_css":"","site-sidebar-layout":"default","site-content-layout":"","ast-site-content-layout":"default","site-content-style":"default","site-sidebar-style":"default","ast-global-header-display":"","ast-banner-title-visibility":"","ast-main-header-display":"","ast-hfb-above-header-display":"","ast-hfb-below-header-display":"","ast-hfb-mobile-header-display":"","site-post-title":"","ast-breadcrumbs-content":"","ast-featured-img":"","footer-sml-layout":"","theme-transparent-header-meta":"","adv-header-id-meta":"","stick-header-meta":"","header-above-stick-meta":"","header-main-stick-meta":"","header-below-stick-meta":"","astra-migrate-meta-layouts":"default","ast-page-background-enabled":"default","ast-page-background-meta":{"desktop":{"background-color":"var(--ast-global-color-5)","background-image":"","background-repeat":"repeat","background-position":"center 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