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Le risque de l'implicite dans un cas d'innovation en faveur de l'écologie

Author

Listed:
  • Blandine Hetet

    (Audencia Recherche - Audencia Business School)

  • Jean-Michel Moutot

    (Audencia Recherche - Audencia Business School)

  • Jean-Pierre Mathieu

    (Audencia Recherche - Audencia Business School)

Abstract

This article introduces exploratory research on the impact of the implicit on speech. Based on applied research on the measure of participants' attitudes in focus groups toward an ecological innovation, an analysis based on inferences from speech and a comparison with explicit elements of the study were set up. Implicit attitudes were generally congruent with explicit attitudes expressed by participants. This exploratory research helps in understanding the risks of the partial study of speeches, and shows the influence of implicit cognitions on marketing and management strategies.

Suggested Citation

  • Blandine Hetet & Jean-Michel Moutot & Jean-Pierre Mathieu, 2013. "Le risque de l'implicite dans un cas d'innovation en faveur de l'écologie," Post-Print hal-00994312, HAL.
    • Handle: RePEc:hal:journl:hal-00994312
    DOI: 10.3917/inno.040.0065
    as

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