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L’effet du produit préféré sur l’attitude du consommateur à l’égard de l’assortiment : une caractérisation selon les modes de décision

Author

Listed:
  • Yolande Piris

    (LARGEPA - Laboratoire de recherche en sciences de gestion Panthéon-Assas - UP2 - Université Panthéon-Assas)

  • Nathalie Guibert

    (LARGEPA - Laboratoire de recherche en sciences de gestion Panthéon-Assas - UP2 - Université Panthéon-Assas)

Abstract

This present work is focused on consumer's attitude formation toward an assortment. It highlights that variety perception and organization perception influence depends on whether one is looking or not for his preferred product. It also explores preferred product influence on attitude formation according to three decision modes: deliberation, intuition based on expertise and intuition based on heuristics. A survey of 168 consumers ends on showing a gradation in the relative power of variety perception on attitude depending on decision mode and preferred product. This research also highlights the importance of organization perception on understanding consumers' attitude toward a product assortment.

Suggested Citation

  • Yolande Piris & Nathalie Guibert, 2015. "L’effet du produit préféré sur l’attitude du consommateur à l’égard de l’assortiment : une caractérisation selon les modes de décision," Post-Print hal-01726507, HAL.
    • Handle: RePEc:hal:journl:hal-01726507
    Note: View the original document on HAL open archive server: https://hal.science/hal-01726507
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