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« En même temps » et processus d’achat : quelles pistes pour la recherche en marketing ?

Author

Listed:
  • Andréa Gourmelen

    (UM - Université de Montpellier, MRM - Montpellier Research in Management - UPVM - Université Paul-Valéry - Montpellier 3 - UPVD - Université de Perpignan Via Domitia - Groupe Sup de Co Montpellier (GSCM) - Montpellier Business School - UM - Université de Montpellier)

  • Jeanne Lallement

    (CEREGE [Poitiers, La Rochelle] - Centre de recherche en gestion [EA 1722] - IAE Poitiers - Institut d'Administration des Entreprises (IAE) - Poitiers - UP - Université de Poitiers = University of Poitiers - UP - Université de Poitiers = University of Poitiers - ULR - La Rochelle Université)

Abstract

Après une différenciation des concepts de multitasking, multitasking média et polychronicité, cette recherche propose un état de l'art sur les concepts gravitant autour de la simultanéité, de la notion de "en même temps". Sur la base de la littérature récente relative à l'influence du multitasking sur la performance au travail puis sur l'attention et la persuasion publicitaire, des propositions sont émises relatives au processus d'achat, allant de la recherche d'informations au comportement d'achat effectif.

Suggested Citation

  • Andréa Gourmelen & Jeanne Lallement, 2018. "« En même temps » et processus d’achat : quelles pistes pour la recherche en marketing ?," Post-Print hal-01993680, HAL.
    • Handle: RePEc:hal:journl:hal-01993680
    as

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