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La place du prix dans la socialisation de l'enfant-consommateur

Author

Listed:
  • Coralie Damay

    (ISC Paris - Institut Supérieur du Commerce de Paris)

  • Nathalie Guichard

    (PRISM Sorbonne - Pôle de recherche interdisciplinaire en sciences du management - UP1 - Université Paris 1 Panthéon-Sorbonne)

Abstract

Cet article s'intéresse à la place du prix dans le processus de socialisation du jeune consommateur. Il propose une synthèse des connaissances relatives aux capacités et processus liés au prix nécessaires à l'enfant pour participer aux échanges marchands. Le traitement des prix y est abordé sous différents angles : celui des compétences et des savoirs de l'enfant et celui de son utilisation en tant que consommateur – actuel et futur –, acheteur et prescripteur. Il considère également le rôle conjoint du prix et des autres variables du marketing mix dans l'expérience commerciale de l'enfant. Cette synthèse conduit à suggérer dix propositions de recherche.

Suggested Citation

  • Coralie Damay & Nathalie Guichard, 2016. "La place du prix dans la socialisation de l'enfant-consommateur," Post-Print hal-02055851, HAL.
    • Handle: RePEc:hal:journl:hal-02055851
    DOI: 10.1177/0767370115604151
    as

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