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Aversion aux pertes: origine, composantes et implications marketing

Author

Listed:
  • Corina Paraschiv

    (GREGH - Groupement de Recherche et d'Etudes en Gestion à HEC - HEC Paris - Ecole des Hautes Etudes Commerciales - CNRS - Centre National de la Recherche Scientifique)

  • Olivier L’haridon

    (GREGH - Groupement de Recherche et d'Etudes en Gestion à HEC - HEC Paris - Ecole des Hautes Etudes Commerciales - CNRS - Centre National de la Recherche Scientifique)

Abstract

L'aversion aux pertes signifie que les changements négatifs ont plus d'impact psychologique que les changements positifs. L'objectif de notre article est de faire un état des lieux des travaux de recherche consacrés à cette notion dans le domaine du marketing et de proposer des pistes de recherche pour le développement futur de cette notion. Nous présentons le concept d'aversion aux pertes et plusieurs explications de ce phénomène. Trois groupes de facteurs qui affectent le niveau d'aversion aux pertes sont identifiés, à savoir: les caractéristiques socio-démographiques du décideur, les caractéristiques du produit et les facteurs liés aux conditions de transaction. Plusieurs recommandations stratégiques qui tiennent compte de l'aversion aux pertes des consommateurs sont formulées.

Suggested Citation

  • Corina Paraschiv & Olivier L’haridon, 2008. "Aversion aux pertes: origine, composantes et implications marketing," Post-Print hal-02054959, HAL.
    • Handle: RePEc:hal:journl:hal-02054959
    DOI: 10.1177/076737010802300204
    as

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