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Le concept de prix de référence dans le comportement du consommateur : D'une revue de la littérature à l'élaboration d'un modèle prix de référence-acceptabilité

Author

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  • Monique Zollinger

    (Institut de Gestion de Touraine)

Abstract

L'objet du présent article est de présenter le concept, récent, de prix de référence. Au-delà d'une revue de la littérature, l'élaboration d'un modèle conceptuel, fondé sur les notions de prix de référence et d'acceptabilité, permet d'identifier trois phases dans le processus décisionnel du consommateur. L'analyse des implications, explicatives et opérationnelles, de l'existence de prix et de catégories de référence révèle la richesse potentielle de ce concept intégrateur.

Suggested Citation

  • Monique Zollinger, 1993. "Le concept de prix de référence dans le comportement du consommateur : D'une revue de la littérature à l'élaboration d'un modèle prix de référence-acceptabilité," Post-Print hal-02015315, HAL.
    • Handle: RePEc:hal:journl:hal-02015315
    DOI: 10.1177/076737019300800204
    as

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    Cited by:

    1. Géraldine Michel & Billy Salha, 2005. "L'extension de gamme verticale : Clarification du concept," Post-Print hal-02051192, HAL.

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