L'objectif de cet article est de montrer que l'étude des interactions entre variables est à l'origine d'une meilleure compréhension du comportement du consommateur. A partir d'une étude empirique menée auprès de 200 acheteurs de café moulu, nous montrerons que la manifestation de certains comportements peut être imputable, en partie, à l'interaction entre les situations d'achat d'un produit et les émotions ressenties par l'individu au moment du choix. The purpose of this article is to show that the study of interactions between concepts is necessary for a better understanding of consumer behavior. Starting from an empirical study concerning coffee, we show that some behaviors are dued to interactions between purchase situations and emotions experienced during product's purchase.
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Length: 21 pages Date of creation: Jun 1998 Date of revision: Handle: RePEc:lat:gstion:1998-05
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