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«... Bleue comme une orange » ou l'intrusion du design dans nos assiettes

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Author Info

  • Céline Gallen

    ()
    (LEMNA - Laboratoire d'économie et de management de Nantes Atlantique - Université de Nantes : EA4272)

  • Claire Gauzente

    (Sciences Po Rennes - Sciences Po : RENNES, GRANEM - Groupe de Recherche Angevin en Economie et Management - Université d'Angers)

  • Gaëlle Pantin-Sohier

    ()
    (GRANEM - Groupe de Recherche Angevin en Economie et Management - Université d'Angers)

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    Abstract

    Cet article traite de la perception et de l'acceptation du design de produits alimentaires « bruts » d'origine végétale. L'objectif de cette recherche est de mesurer l'impact du niveau d'incongruence lié à la couleur et/ou à la forme sur l'acceptation globale par le consommateur. Des tests sensoriels ont été réalisés en laboratoire sur deux produits bruts, l'orange et la tomate. Les principaux résultats montrent que 1/ plus le produit est incongruent, plus il est perçu comme génétiquement modifié et moins il est préféré, 2/ le design influence l'inquiétude et l'attitude esthétique qui agissent sur l'intention de goûter, 3/ une modification de la couleur inquiète davantage qu'une modification de la forme.

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    File URL: http://hal.archives-ouvertes.fr/docs/00/54/77/70/PDF/LEMNA_WP_201044.pdf
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    Bibliographic Info

    Paper provided by HAL in its series Working Papers with number hal-00547770.

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    Date of creation: 17 Dec 2010
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    Handle: RePEc:hal:wpaper:hal-00547770

    Note: View the original document on HAL open archive server: http://hal.archives-ouvertes.fr/hal-00547770/en/
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    Related research

    Keywords: Design ; produits alimentaires ; incongruence ; préférences esthétiques ; organisme génétiquement modifié ;

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    1. Cohen, Joel B & Basu, Kunal, 1987. " Alternative Models of Categorization: Toward a Contingent Processing Framework," Journal of Consumer Research, University of Chicago Press, vol. 13(4), pages 455-72, March.
    2. Alba, Joseph W & Hutchinson, J Wesley, 1987. " Dimensions of Consumer Expertise," Journal of Consumer Research, University of Chicago Press, vol. 13(4), pages 411-54, March.
    3. Campbell, Margaret C & Goodstein, Ronald C, 2001. " The Moderating Effect of Perceived Risk on Consumers' Evaluations of Product Incongruity: Preference for the Norm," Journal of Consumer Research, University of Chicago Press, vol. 28(3), pages 439-49, December.
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