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La tendance de certains consommateurs à tout garder

  • Pinson, Christian
  • Guillard, Valérie
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    Dans cette thèse, nous nous sommes intéressée aux objets a) encore utilisables, b) dont les consommateurs n’ont plus l’utilité et c) qui ne valent pas la peine d’être vendus. Les consommateurs sont amenés à garder ce type d’objets car, pour certains d’entre eux, ils ont des difficultés à s’en séparer. Nous considérons le fait de garder ce type d’objets comme une tendance stable qui se manifeste de façon récurrente chez certains consommateurs. Deux focus groups et treize entretiens semi-directifs en profondeur nous ont permis d’identifier quatre motivations qui apparaissent de façon récurrente dans le discours des consommateurs : 1) instrumentale (« ça peut toujours servir ! »), 2) sociale (« il y a bien quelqu’un qui va les vouloir un jour, non ? »), économique (« quand je pense au prix, ça me fait mal au cœur de m’en débarrasser ! ») et sentimentale (« ça me rappelle tellement de choses »). Nous avons ensuite développé et validé une échelle de mesure formée des quatre dimensions précédemment identifiées. Cet instrument ainsi que huit variables de personnalité et deux variables démographiques (âge et genre) ont permis, via une analyse typologique, d’identifier quatre groupes de consommateurs qui ont tendance à tout garder : les accumulatrices chroniques (jeunes femmes plutôt anxieuses), les nostalgiques (seniors qui ont une propension à la nostalgie), les conservateurs philanthropes (hommes, seniors, plutôt altruistes) et les thésauriseurs (hommes ou femmes qui ont une attitude de rétention à l’égard de l’argent). Les consommateurs qui ont une TTG élevée sont par ailleurs matérialistes et ont une forte tendance à la procrastination. Enfin, nous avons montré l’impact de la tendance à tout garder sur deux comportements : le remplacement des produits et le don. Les consommateurs qui ont une forte TTG ont une fréquence de remplacement plus faible de leurs produits. Ils sont par ailleurs plus récalcitrants à donner des objets. Ils pensent que leurs objets ont toujours une valeur pour autrui et accordent donc une plus forte importance à la légitimité du bénéficiaire et au fait de savoir « à qui ça va ». Ceci les conduit à avoir une attitude souvent négative vis à vis des associations caritatives.

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    This book is provided by Paris Dauphine University in its series Economics Thesis from University Paris Dauphine with number 123456789/5480 and published in 2009.
    Order: http://basepub.dauphine.fr/xmlui/handle/123456789/5480
    Handle: RePEc:dau:thesis:123456789/5480
    Note: dissertation
    Contact details of provider: Web page: http://www.dauphine.fr/en/welcome.html

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