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L'impact des stimuli informationnels d'un nouveau produit alimentaire sur les réactions affectives et cognitives du consommateur

Author

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  • Gaëlle Pantin-Sohier

    (GRANEM - Groupe de Recherche Angevin en Economie et Management - UA - Université d'Angers - AGROCAMPUS OUEST - Institut National de l'Horticulture et du Paysage)

  • Caroline Lancelot Miltgen

    (GRANEM - Groupe de Recherche Angevin en Economie et Management - UA - Université d'Angers - AGROCAMPUS OUEST - Institut National de l'Horticulture et du Paysage)

Abstract

L'objectif de cet article est de montrer l'influence simultanée de l'innovation produit (complémentarité de l'arôme) et de l'innovation packaging (design du produit à travers la prototypicalité du contenant et la quantité d'informations sur l'étiquette) lors du lancement d'une nouvelle boisson alcoolisée aromatisée. Ces éléments sont testés par le biais d'une expérimentation invitant 383 individus à évaluer la pertinence du mélange proposé, la nouveauté perçue de la boisson et leurs inférences en matière de goût (caractère sucré, douceur et intensité). Nous examinons en outre le rôle médiateur de ces variables sur l'agrément et celui de l'agrément sur l'intention de goûter le nouveau produit alimentaire. Les résultats confirment que la complémentarité de l'arôme influence positivement la pertinence perçue du mélange et négativement sa nouveauté perçue. L'analyse permet également d'identifier une relation linaire entre pertinence perçue et agrément alors que la relation entre nouveauté perçue et agrément suit une tendance quadratique (courbe en u).

Suggested Citation

  • Gaëlle Pantin-Sohier & Caroline Lancelot Miltgen, 2012. "L'impact des stimuli informationnels d'un nouveau produit alimentaire sur les réactions affectives et cognitives du consommateur," Post-Print hal-01117036, HAL.
    • Handle: RePEc:hal:journl:hal-01117036
    Note: View the original document on HAL open archive server: https://audencia.hal.science/hal-01117036
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    References listed on IDEAS

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    1. Fanny Thomas & Sonia Capelli, 2017. "Does The Number Of Ingredients Depicted On Food Packaging Impact Information Processing, Mental Taste Imagery And Product Choice? [L'Impact Du Nombre D'Ingredients Sur Le Traitement De L'Informatio," Post-Print halshs-01654160, HAL.
    2. Aurélie Ringeval-Deluze & Louis César Ndione, 2021. "Meaning of packaging and innovation dynamics in a traditional luxury sector: the example of growers’ champagne [Signification des packagings et dynamiques d’innovation dans un secteur de luxe tradi," Post-Print hal-03266127, HAL.

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