{"id":11372,"date":"2022-03-24T11:00:32","date_gmt":"2022-03-24T10:00:32","guid":{"rendered":"http:\/\/sydologie.com\/?p=11372"},"modified":"2024-11-25T10:01:25","modified_gmt":"2024-11-25T09:01:25","slug":"les-biais-cognitifs-7-leffet-von-restorff","status":"publish","type":"post","link":"https:\/\/sydo.fr\/sydologie\/2022\/03\/les-biais-cognitifs-7-leffet-von-restorff\/","title":{"rendered":"LES BIAIS COGNITIFS #7 : L&rsquo;EFFET VON RESTORFF"},"content":{"rendered":"<p>Apr\u00e8s une longue (looongue !) pause, c\u2019est le retour de cette s\u00e9rie sur les biais cognitifs et leur influence sur nos perceptions\u2026 Cette semaine, d\u00e9couvrons ensemble l\u2019<strong>un des biais cognitifs les plus exploit\u00e9s par les professionnels du marketing.<\/strong><br \/>\n&nbsp;<br \/>\n&nbsp;<br \/>\nSi je vous dis : lundi, jeudi, mercredi, <strong>dragon<\/strong>, mardi, dimanche, samedi\u2026 et que je vous demande ce que vous avez retenu, vous serez s\u00fbrement nombreux \u00e0 r\u00e9pondre quelque chose de ce genre :<br \/>\n&nbsp;<br \/>\n<iframe loading=\"lazy\" src=\"https:\/\/giphy.com\/embed\/c6MfQ6dOO1lra\" width=\"480\" height=\"270\" frameBorder=\"0\" class=\"giphy-embed\" allowFullScreen><\/iframe><\/p>\n<p><a href=\"https:\/\/giphy.com\/gifs\/game-of-thrones-daenerys-targaryen-house-c6MfQ6dOO1lra\"><\/a><\/p>\n<p>&nbsp;<br \/>\nF\u00e9licitations, vous venez de faire connaissance avec l\u2019<strong>effet d\u2019isolation, ou effet Von Restorff<\/strong>, qui veut que l\u2019on retienne plus facilement les \u00e9l\u00e9ments qui sortent de l\u2019ordinaire ou qui diff\u00e8rent du reste du contexte dans lequel ils sont pr\u00e9sent\u00e9s.<br \/>\n&nbsp;<\/p>\n<h2>Un peu d\u2019histoire\u2026<\/h2>\n<p>&nbsp;<br \/>\nMais pourquoi un nom aussi impronon\u00e7able, me direz-vous ? Il s\u2019agit tout simplement d\u2019un <strong>hommage \u00e0 la psychologue allemande Hedwig Von Restorff<\/strong>, qui fut la premi\u00e8re \u00e0 mettre ce biais en \u00e9vidence.<br \/>\n&nbsp;<br \/>\nN\u00e9e en 1906 \u00e0 Berlin, la jeune femme se lance dans <strong>des \u00e9tudes de philosophie, de psychologie et de sciences naturelles<\/strong> \u00e0 la Humboldt Universit\u00e4t de Berlin, avant de travailler sur une th\u00e8se dirig\u00e9e par le psychologue Wolfgang K\u00f6hler (l\u2019un des fondateurs de la psychologie de la Gestalt, pour ceux \u00e0 qui \u00e7a parle), th\u00e8se qu\u2019elle soutient avec succ\u00e8s en 1933.<br \/>\n&nbsp;<br \/>\nLa m\u00eame ann\u00e9e, elle publie dans la revue \u00ab Psychologische Forschung \u00bb (Recherche en Psychologie) un article dans lequel elle met en \u00e9vidence le biais psychologique qui portera son nom : elle y montre que dans une liste donn\u00e9e d\u2019items, certains sont plus simples \u00e0 m\u00e9moriser que d\u2019autres, et avance l\u2019id\u00e9e que cela serait li\u00e9 au fait qu\u2019<strong>ils se distinguent des autres par leur couleur, leur forme ou leur cat\u00e9gorie s\u00e9mantique. <\/strong><br \/>\n&nbsp;<br \/>\nOn retiendrait donc plus facilement ce qui est inhabituel, distinctif, ce qui se d\u00e9tache du reste\u2026 notamment parce que pour notre cerveau, <strong>ce qui est diff\u00e9rent de l\u2019ordinaire est per\u00e7u comme une menace : il va donc mieux le m\u00e9moriser.<\/strong><br \/>\n&nbsp;<\/p>\n<h2>Un biais vite exploit\u00e9<\/h2>\n<p>&nbsp;<br \/>\nAvec le d\u00e9veloppement du marketing, <strong>de nombreuses entreprises s\u2019emparent de l\u2019information<\/strong>, pressentant tout son potentiel pour se d\u00e9marquer et faire vendre.<br \/>\n&nbsp;<br \/>\nElles jouent par exemple :<br \/>\n&#8211;\tSur un <strong>visuel aux couleurs tranch\u00e9es<\/strong>, comme la vache violette de Milka qui d\u00e9tonne sur un fond de prairie parsem\u00e9e de paisibles Montb\u00e9liardes,<br \/>\n&nbsp;<br \/>\n<img data-recalc-dims=\"1\" loading=\"lazy\" decoding=\"async\" src=\"https:\/\/i0.wp.com\/www.mavieencouleurs.fr\/sites\/default\/files\/styles\/max_1300x1300\/public\/2019-12\/header_milka_vache_3.jpg?resize=900%2C341&#038;ssl=1\" width=\"900\" height=\"341\" class=\"alignnone size-large\" \/><br \/>\n&nbsp;<br \/>\n&#8211;\tSur le <strong>d\u00e9calage insolite<\/strong> : pensez notamment au bonhomme Cetelem, improbable m\u00e9lange entre un humain macroc\u00e9phale et un gazon anglais (le premier qui comprend le rapport avec les cr\u00e9dits \u00e0 la consommation gagne d\u2019ailleurs tout mon respect)\u2026<br \/>\n&nbsp;<br \/>\n<img data-recalc-dims=\"1\" loading=\"lazy\" decoding=\"async\" src=\"https:\/\/i0.wp.com\/www.cetelem.fr\/rsc\/contrib\/image\/cetelem\/plus-responsables\/popin_7_1_credito.png?resize=294%2C263&#038;ssl=1\" width=\"294\" height=\"263\" class=\"alignnone size-large\" \/><br \/>\n&nbsp;<br \/>\n\u2026 ou bien aux personnages du 118 218 qui ont marqu\u00e9 notre jeunesse,<br \/>\n&nbsp;<br \/>\n<img data-recalc-dims=\"1\" loading=\"lazy\" decoding=\"async\" src=\"https:\/\/i0.wp.com\/i.f1g.fr\/media\/figarofr\/orig\/2013\/06\/23\/PHOa67f9756-da96-11e2-a636-935678b7e1a8-805x453.jpg?resize=805%2C453&#038;ssl=1\" width=\"805\" height=\"453\" class=\"alignnone size-large\" \/><br \/>\n&nbsp;<br \/>\n&#8211;\tSur <strong>des effets de typo, de police ou de boutons<\/strong> qui mettent davantage en valeur certaines parties du message que d\u2019autres. Ce principe est tr\u00e8s utilis\u00e9 en UX design, et de nombreux sites jouent dessus pour mettre en avant leur c\u0153ur d\u2019offre (exemple ci-dessous avec WordPress et son forfait premium)<br \/>\n&nbsp;<br \/>\n<img data-recalc-dims=\"1\" loading=\"lazy\" decoding=\"async\" width=\"846\" height=\"440\" src=\"https:\/\/i0.wp.com\/sydologie.com\/wp-content\/uploads\/2022\/03\/von-restorff_image3-846x440.png?resize=846%2C440\" alt=\"\" class=\"aligncenter size-large wp-image-11378\" srcset=\"https:\/\/i0.wp.com\/sydo.fr\/sydologie\/wp-content\/uploads\/2022\/03\/von-restorff_image3.png?resize=846%2C440&amp;ssl=1 846w, https:\/\/i0.wp.com\/sydo.fr\/sydologie\/wp-content\/uploads\/2022\/03\/von-restorff_image3.png?resize=300%2C156&amp;ssl=1 300w, https:\/\/i0.wp.com\/sydo.fr\/sydologie\/wp-content\/uploads\/2022\/03\/von-restorff_image3.png?w=908&amp;ssl=1 908w\" sizes=\"auto, (max-width: 846px) 100vw, 846px\" \/><br \/>\n&nbsp;<\/p>\n<h2>Comment l\u2019utiliser en formation ?<\/h2>\n<p>&nbsp;<br \/>\nMais l\u2019effet Von Restorff ne s\u2019applique pas qu\u2019au marketing et aux messages de communication : <strong>il fonctionne tout aussi bien pour des mots, des formes ou encore tout \u00e9v\u00e8nement qui vient rompre la relative monotonie<\/strong> du moment\u2026 ce qui, pour tout formateur, veut donc dire deux choses :<br \/>\n&nbsp;<br \/>\n&#8211;\tSi vous vous appuyez sur des supports \u00e9crits (\u00e9crivez le moins possible, on le rappelle !) et\/ou illustr\u00e9s, pensez \u00e0 utiliser l\u2019effet Von Restorff \u00e0 votre avantage pour <strong>mettre en avant l\u2019essentiel \u00e0 retenir et faciliter le travail de m\u00e9morisation<\/strong> de vos apprenants : couleur, taille de typo, image marquante, etc.<br \/>\n&nbsp;<br \/>\n&#8211;\tPendant une formation pr\u00e9sentielle ou distancielle, les apprenants ont une tendance naturelle \u00e0 s\u2019assoupir (personne ne leur jette la pierre, on est tous pass\u00e9s par l\u00e0) : \u00e0 l\u2019approche d\u2019un point particuli\u00e8rement important, <strong>n\u2019oubliez pas de marquer le coup et de mettre votre propos en exergue d\u2019une fa\u00e7on marquante ou d\u2019une autre<\/strong> : danse, d\u00e9guisement, changement soudain de personnalit\u00e9, incantation cri\u00e9e, chant, lancer de bonbons, glissade faussement improvis\u00e9e, jeu de mot d\u00e9mentiel\u2026 on vous laisse le choix de la m\u00e9thode (certaines des id\u00e9es list\u00e9es ont d\u2019ailleurs \u00e9t\u00e9 test\u00e9es par vos serviteurs Sydologues, \u00e0 vous de deviner lesquelles\u2026). L\u2019id\u00e9e est \u00e0 la fois de <strong>les r\u00e9veiller ET de leur faire vivre un instant suffisamment m\u00e9morable<\/strong> pour que leur cerveau s\u2019en souvienne dans la dur\u00e9e !<br \/>\n&nbsp;<\/p>\n<h2>L\u2019effet Von Restorff : que retenir ?<\/h2>\n<p>&nbsp;<br \/>\n&#8211;\tSi quelque chose sort du lot de fa\u00e7on \u00e9vidente, c\u2019est que c\u2019est ce qu\u2019on veut vous donner \u00e0 voir. N\u2019oubliez pas que l\u2019effet est bien connu et que de nombreuses personnes plus ou moins bien intentionn\u00e9es s\u2019appuient dessus pour guider vos comportements, notamment en mati\u00e8re de consommation\u2026 <strong>gardez l\u2019\u0153il ouvert, et le bon, et sachez prendre du recul<\/strong> par rapport \u00e0 votre premier instinct !<br \/>\n&nbsp;<br \/>\n&#8211;\t\u00c0 l\u2019inverse, dans votre vie courante, <strong>n\u2019h\u00e9sitez pas \u00e0 vous appuyer sur ce biais cognitif mine de rien tr\u00e8s pratique<\/strong> : au travail comme sur la liste des courses, le bon vieux surligneur ou le stylo 4 couleurs qui viennent mettre un coup de projecteur sur telle ou telle chose \u00e0 faire ou acheter n\u2019ont pas leur pareil pour vous aider \u00e0 vous rappeler ce qui ne doit pas \u00eatre oubli\u00e9 (si tant est que vous ne stabiliotiez pas TOUTE LA FICHE) !<br \/>\n&nbsp;<br \/>\n&nbsp;<br \/>\n&nbsp;<br \/>\nA bient\u00f4t pour de nouveaux biais cognitifs. Et n&rsquo;oubliez pas, d&rsquo;ici l\u00e0, de nous laisser pas b(i)aiser !<br \/>\n&nbsp;<br \/>\n&nbsp;<br \/>\n&nbsp;<br \/>\nPour lire tous les articles de la s\u00e9rie, c&rsquo;est ci-dessous :<br \/>\n<strong>&#8211; <a href=\"https:\/\/sydologie.com\/2019\/10\/les-biais-cognitifs-1-quest-ce-quun-biais-cognitif\/\"target=\"blank\">Les biais cognitifs #1 : Qu\u2019est-ce qu\u2019un biais cognitif ?<\/a><br \/>\n&#8211; <a href=\"https:\/\/sydologie.com\/2019\/12\/les-biais-cognitifs-2-leffet-de-halo\/\"target=\"blank\">Les biais cognitifs #2 : L\u2019effet de halo<\/a><br \/>\n&#8211; <a href=\"https:\/\/sydologie.com\/2020\/01\/les-biais-cognitifs-3-leffet-ikea\/\"target=\"blank\">Les biais cognitifs #3 : L\u2019effet IKEA<\/a><br \/>\n&#8211; <a href=\"https:\/\/sydologie.com\/2020\/02\/les-biais-cognitifs-4-le-biais-de-complexite\/\"target=\"blank\">Les biais cognitifs #4 : Le biais de complexit\u00e9<\/a><br \/>\n&#8211; <a href=\"https:\/\/sydologie.com\/2021\/02\/les-biais-cognitifs-5-la-malediction-de-la-connaissance\/\"target=\"blank\">LES BIAIS COGNITIFS #5 : LA MALEDICTION DE LA CONNAISSANCE<\/a><br \/>\n&#8211; <a href=\"https:\/\/sydologie.com\/2021\/04\/les-biais-cognitifs-6-le-biais-de-negativite\/\"target=\"blank\">LES BIAIS COGNITIFS #6 : LE BIAIS DE NEGATIVITE<\/a><br \/>\n&#8211; <a href=\"https:\/\/sydologie.com\/2022\/03\/les-biais-cognitifs-7-leffet-von-restorff\/\"target=\"blank\">LES BIAIS COGNITIFS #7 : L\u2019EFFET VON RESTORFF<\/a><br \/>\n&#8211; <a href=\"https:\/\/sydologie.com\/2022\/04\/les-biais-cognitifs-8-le-biais-de-statu-quo\/\"target=\"blank\">LES BIAIS COGNITIFS #8 : LE BIAIS DE STATU QUO<\/a><br \/>\n&#8211; <a href=\"https:\/\/sydologie.com\/2022\/12\/les-biais-cognitifs-9-la-loi-du-marteau\/\"target=\"blank\">LES BIAIS COGNITIFS #9 : LA LOI DU MARTEAU<\/a><br \/>\n&#8211; <a href=\"https:\/\/sydologie.com\/2022\/12\/les-biais-cognitifs-10-leffet-dunning-kruger\/\"target=\"blank\">LES BIAIS COGNITIFS #10 : L\u2019EFFET DUNNING-KRUGER<\/a><br \/>\n&#8211; <a href=\"https:\/\/sydologie.com\/2023\/07\/les-biais-cognitifs-11-lerreur-fondamentale-dattribution\/\"target=\"blank\">LES BIAIS COGNITIFS #11 : L\u2019ERREUR FONDAMENTALE D\u2019ATTRIBUTION<\/a><\/strong><br \/>\n&nbsp;<br \/>\n&nbsp;<br \/>\n&nbsp;<\/p>\n","protected":false},"excerpt":{"rendered":"Apr\u00e8s une longue (looongue !) pause, c\u2019est le retour de cette s\u00e9rie sur les biais cognitifs et leur influence sur nos perceptions\u2026 Cette semaine, d\u00e9couvrons ensemble l\u2019un des biais cognitifs les plus exploit\u00e9s par les professionnels du marketing. &nbsp; &nbsp; Si je vous dis : lundi, jeudi, mercredi, dragon, mardi, dimanche, samedi\u2026 et que je&#8230; <a class=\"view-article\" href=\"https:\/\/sydo.fr\/sydologie\/2022\/03\/les-biais-cognitifs-7-leffet-von-restorff\/\">Voir l&rsquo;article<\/a>","protected":false},"author":34,"featured_media":12865,"comment_status":"open","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"rop_custom_images_group":[],"rop_custom_messages_group":[],"rop_publish_now":"initial","rop_publish_now_accounts":[],"rop_publish_now_history":[],"rop_publish_now_status":"pending","_jetpack_newsletter_access":"","_jetpack_dont_email_post_to_subs":false,"_jetpack_newsletter_tier_id":0,"_jetpack_memberships_contains_paywalled_content":false,"_jetpack_feature_clip_id":0,"_jetpack_memberships_contains_paid_content":false,"footnotes":"","jetpack_post_was_ever_published":false},"categories":[2],"tags":[1816,173,490,1937,752],"class_list":["post-11372","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-le-mag","tag-biais-cognitif","tag-cerveau","tag-formation","tag-marketing","tag-memoire"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.9 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>LES BIAIS COGNITIFS #7 : L&#039;EFFET VON RESTORFF - Sydologie<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/sydo.fr\/sydologie\/2022\/03\/les-biais-cognitifs-7-leffet-von-restorff\/\" \/>\n<meta property=\"og:locale\" content=\"fr_FR\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"LES BIAIS COGNITIFS #7 : L&#039;EFFET VON RESTORFF - Sydologie\" \/>\n<meta property=\"og:description\" content=\"Apr\u00e8s une longue (looongue !) pause, c\u2019est le retour de cette s\u00e9rie sur les biais cognitifs et leur influence sur nos perceptions\u2026 Cette semaine, d\u00e9couvrons ensemble l\u2019un des biais cognitifs les plus exploit\u00e9s par les professionnels du marketing. &nbsp; &nbsp; Si je vous dis : lundi, jeudi, mercredi, dragon, mardi, dimanche, samedi\u2026 et que je... 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