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Tendances de la recherche en marketing social au niveau de la psychologie du consommateur

Author

Listed:
  • Cornelia Pechmann

    (The Paul Merage School of Business)

Abstract

Cet article traite des changements structurels qui ont encouragé la recherche en marketing social, notamment le mouvement Transformative Consumer Research (TCR). Il traite également de questions de fond qui sont étudiées dans le marketing social (la consommation et le bien-être, la lutte contre les menaces pour soi même, l'amélioration de la prise de décisions financières et la réglementation des campagnes publicitaires relatives au tabac et autres produits pour adultes). Les récentes innovations méthodologiques en marketing social sont identifiées, y compris l'utilisation d'études de terrain qui mesurent le comportement réel des consommateurs et qui complètent les études en laboratoire plus contrôlées. Enfin sont incluses des suggestions pour les jeunes chercheurs en marketing social, telles que le ciblage des revues, etc.

Suggested Citation

  • Cornelia Pechmann, 2015. "Tendances de la recherche en marketing social au niveau de la psychologie du consommateur," Post-Print hal-02055718, HAL.
    • Handle: RePEc:hal:journl:hal-02055718
    DOI: 10.1177/0767370115575953
    as

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