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Le rôle de l'interaction " situation x émotion " dans l'étude du comportement du consommateur

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  • LEMOINE, Jean-François

    (LATEC-CREGO - CNRS - IAE - Université de Bourgogne)

Abstract

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.

Suggested Citation

  • LEMOINE, Jean-François, 1998. "Le rôle de l'interaction " situation x émotion " dans l'étude du comportement du consommateur," LEG - CERMAB / Centre de Recherche en Marketing de Bourgogne - Cahier de recherche 1998-05, LEG - CERMAB, CNRS UMR 5118, Université de Bourgogne.
    • Handle: RePEc:lat:gstion:1998-05
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    References listed on IDEAS

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    1. Russell, James A & Mehrabian, Albert, 1976. "Environmental Variables in Consumer Research," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 3(1), pages 62-63, June.
    2. Belk, Russell W, 1975. "Situational Variables and Consumer Behavior," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 2(3), pages 157-164, December.
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