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Quel lien existet-t-il entre le corps de la consommatrice et la forme préférée de design-produit?

Author

Listed:
  • Sondes Zouaghi
  • Leila Damak

    () (THEMA, Universite de Cergy-Pontoise)

Abstract

Cette recherche a pour objectif de vérifier et de compléter les résultats des travaux de Damak (1996) qui montraient l’existence, chez les femmes, d’une relation de congruence ou de complémentarité entre l’image corporelle et les préférences de design de produits (en fonction de la satisfaction corporelle). L’étude réalisée sur un échantillon de 187 femmes confirme ce résultat et montre donc qu’elles ont tendance à préférer les formes qui leur "ressemblent" dans la mesure où elles sont satisfaites de leur corps et inversement, à préférer les formes "opposées" si elles sont insatisfaites de leur corps. La recherche intègre de nouvelles variables modératrices telles que l’implication envers la famille de produit, l’usage corporel du produit, la culture d’appartenance des répondantes (communautaire-individualiste), l’importance accordée au corps, le concept de soi et l’implication durable pour les formes des produits étudiés. Les résultats montrent que les variables « implication pour la famille de produits » et « usage corporel du produit » jouent un rôle amplificateur de la relation de congruence ou de complémentarité. En revanche, les variables de culture, d’importance du corps, de concept de soi et d’implication durable pour les formes, présentent des résultats plus mitigés.

Suggested Citation

  • Sondes Zouaghi & Leila Damak, 2011. "Quel lien existet-t-il entre le corps de la consommatrice et la forme préférée de design-produit?," THEMA Working Papers 2011-21 Mots clés: Corps/, THEMA (THéorie Economique, Modélisation et Applications), Université de Cergy-Pontoise.
  • Handle: RePEc:ema:worpap:2011-21
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    References listed on IDEAS

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