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Définition, mesure et déterminants du consentement à payer du consommateur : synthèse critique et voies de recherche

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  • Marine Le Gall-Ely

    (ICI - Laboratoire Information, Coordination, Incitations - UEB - Université européenne de Bretagne - European University of Brittany - UBO - Université de Brest - Télécom Bretagne - IMT - Institut Mines-Télécom [Paris] - IBSHS - Institut Brestois des Sciences de l'Homme et de la Société - UBO - Université de Brest)

Abstract

Tarification différenciée, bouquets de services et offre groupée de produits, enchères sur Internet : les pratiques de prix des entreprises évoluent. Lorsque le marché n'existe pas ou quand les prix sont individualisés, le concept de consentement à payer du consommateur retient l'attention. Cet article vise à présenter une synthèse critique des recherches en marketing sur le consentement à payer. Une définition en est donnée et comparée à celles de concepts proches, prix de référence et prix acceptables notamment. Les méthodes de mesure du concept sont ensuite présentées, comparées à celles de l'élasticité-prix et critiquées, puis les travaux relatifs aux déterminants externes du consentement à payer sont commentés. Enfin, de nombreuses voies de recherche ouvertes par ces travaux sont proposées.

Suggested Citation

  • Marine Le Gall-Ely, 2009. "Définition, mesure et déterminants du consentement à payer du consommateur : synthèse critique et voies de recherche," Post-Print hal-00522826, HAL.
    • Handle: RePEc:hal:journl:hal-00522826
    Note: View the original document on HAL open archive server: https://hal.science/hal-00522826
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    Cited by:

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    2. Fabienne Chameroy & Jean-Louis Chandon, 2011. "Are All Labels Ethical? [Les labels sont-ils tous éthiques ?]," Post-Print hal-02092068, HAL.
    3. Ivan Dufeu & Jean-Marc Ferrandi & Patrick Gabriel & Marine Le Gall-Ely, 2014. "Socio-environmental multi-labelling and consumer willingness to pay [Multi-labellisation socio-environnementale et consentement à payer du consommateur]," Post-Print hal-02794529, HAL.
    4. Denis Fougère & Arthur Heim, 2019. "L'évaluation socioéconomique de l'investissement social," Working Papers hal-03456048, HAL.
    5. Kinkpe, T. & Adegbola, P. & Fiamohe, R. & Aza, F. & Agossadou, A.J. & Codjo, O.S., 2018. "Which Local Rice To Satisfy The Urban Consumers In Benin In Order To Ensure Rice Self-Sufficiency?," 2018 Conference, July 28-August 2, 2018, Vancouver, British Columbia 275877, International Association of Agricultural Economists.
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