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Pourquoi faire simple quand on peut faire compliqué ? La perception d'un packaging alimentaire en fonction de son niveau de complexité

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Author Info

  • Fanny Thomas

    ()
    (Centre de Recherche Magellan - Institut d'Administration des Entreprises (IAE) - Lyon - Université Jean Moulin - Lyon III : EA3713)

  • Sonia Capelli

    (Centre de Recherche Magellan - Institut d'Administration des Entreprises (IAE) - Lyon - Université Jean Moulin - Lyon III : EA3713)

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    Abstract

    Cette étude traite de l'impact du niveau de complexité du packaging sur la perception des produits dans le domaine de l'agroalimentaire. Une étude expérimentale between subject menée auprès de 141 individus en manipulant le niveau de simplicité d'un packaging et l'apposition d'une allégation est menée. Les résultats montrent que si un packaging complexe donne plus envie de manger, il ne provoque pas l'intention d'achat. A l'inverse un packaging simple améliore l'attitude envers le produit et favorise l'achat. Par ailleurs, l'apposition d'une allégation n'est efficace que sur un packaging complexe.

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    File URL: http://hal-univ-lyon3.archives-ouvertes.fr/docs/00/97/60/38/PDF/Pourquoi_faire_simple_quand_on_peut_faire_compliquA_.pdf
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    Bibliographic Info

    Paper provided by HAL in its series Post-Print with number hal-00976038.

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    Date of creation: 14 May 2014
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    Publication status: Published - Presented, 30è Congrès International de l'AFM à Montpellier, 14-16 mai 2014, 2014, Montpellier, France
    Handle: RePEc:hal:journl:hal-00976038

    Note: View the original document on HAL open archive server: http://hal-univ-lyon3.archives-ouvertes.fr/hal-00976038
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    Web page: http://hal.archives-ouvertes.fr/

    Related research

    Keywords: packaging; emballage; simplicité; complexité; envie de manger; intention d'achat;

    This paper has been announced in the following NEP Reports:

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    1. Carolina Werle & Caroline Cuny, 2012. "The boomerang effect of mandatory sanitary messages to prevent obesity," Marketing Letters, Springer, vol. 23(3), pages 883-891, September.
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