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Comportement de l’individu questionne le cas du consommateur (Response behavior of the human subject the consumer case)

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  • Valerius M. Ciuca

    ()
    (labrii, ULCO)

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    Abstract

    Ce document résume les différents chapitres d’une thèse de doctorat sur le comportement de réponse des consommateurs soumis à un questionnement dans le cadre de recherches ou d’études marketing. Le biais du répondant se définit comme l’erreur de mesure résultant de l’adoption d’un comportement de réponse spécifique par le consommateur interrogé, s’il croit avoir discerné, même partiellement, l’objectif du questionnement. La littérature en psychologie expérimentale et en comportement du consommateur ainsi qu’une étude exploratoire qualitative permettent d’expliquer le comportement de réponse sous la forme d’un modèle de traitement de l’information qui permet d’identifier le biais du répondant. Cette approche séquentielle a permis de développer avec rigueur (ACP, AFC, MTMM) des outils de mesures regroupés au sein d’un questionnaire de détection du comportement de réponse. Enfin, trois études empiriques conduisent à évaluer l’ampleur du biais du répondant dans la collecte de données et son incidence directe sur l’analyse statistique de ces données. Les effets de variables de la situation de questionnement et les liens entre comportement de réponse et variables caractérisant l’individu (anxiété d’être évalué et traits de personnalité) sont aussi explorés. This paper presents a summary of a doctoral thesis that deals with the issue of human behavior during a marketing quantitative study. Demand bias is defined as the error resulting from the adoption of a specific response behavior by the person questioned, if he or she believes to have identified the purpose of the inquiring, even partially. Psychological and consumer behavior literature and a first empirical study show that response behavior can be explain through an information processing model that allows for identification of biases. Measuring tools (evaluation scales and questions) were rigorously developed (PCA, Confirmatory Analysis, MTMM) and gathered in a questionnaire designed to classify biases. Three empirical studies highlight the means and effects of the demand bias and examine the exogenous and endogenous factors that influence the mediation of the demand bias

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    Bibliographic Info

    Paper provided by Laboratoire de Recherche sur l'Industrie et l'Innovation. ULCO / Research Unit on Industry and Innovation in its series Working Papers with number 131.

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    Length: 24 pages
    Date of creation: Jul 2006
    Date of revision:
    Publication status: Published in Cahiers du Lab.RII, Juillet 2006
    Handle: RePEc:rii:riidoc:131

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    Related research

    Keywords: consumer; human behavior; demand bias; marketing;

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    References

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    1. Darley, William K & Lim, Jeen-Su, 1993. " Assessing Demand Artifacts in Consumer Research: An Alternative Perspective," Journal of Consumer Research, University of Chicago Press, vol. 20(3), pages 489-95, December.
    2. Sawyer, Alan G, 1975. " Demand Artifacts in Laboratory Experiments in Consumer Research," Journal of Consumer Research, University of Chicago Press, vol. 1(4), pages 20-30, March.
    3. Fisher, Robert J, 1993. " Social Desirability Bias and the Validity of Indirect Questioning," Journal of Consumer Research, University of Chicago Press, vol. 20(2), pages 303-15, September.
    4. Shimp, Terence A & Hyatt, Eva M & Snyder, David J, 1991. " A Critical Appraisal of Demand Artifacts in Consumer Research," Journal of Consumer Research, University of Chicago Press, vol. 18(3), pages 273-83, December.
    5. John Horn, 1965. "A rationale and test for the number of factors in factor analysis," Psychometrika, Springer, vol. 30(2), pages 179-185, June.
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