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L'impact de l'orientation régulatrice sur les décisions marketing

Author

Listed:
  • Eric Casenave

    (EM Strasbourg - École de Management de Strasbourg = EM Strasbourg Business School)

  • Denis Darpy

    (DRM - Dauphine Recherches en Management - Université Paris Dauphine-PSL - PSL - Université Paris Sciences et Lettres - CNRS - Centre National de la Recherche Scientifique)

Abstract

L'orientation régulatrice, théorie motivationnelle, est mobilisée pour comprendre le profil psychologique du décideur marketing. Les individus orientés promotions sont plus créatifs, plus ouverts et plus extravertis que les individus préventions. Ce sont des qualités reconnues pour l'exercice d'une fonction marketing. Les profils orientés promotions sont également plus enclins à allouer des budgets à une stratégie offensive que les individus orientés prévention. Cependant les profils orientés promotions proposent une stratégie équilibrée entre investissements offensifs et défensifs.

Suggested Citation

  • Eric Casenave & Denis Darpy, 2013. "L'impact de l'orientation régulatrice sur les décisions marketing," Post-Print hal-01514114, HAL.
  • Handle: RePEc:hal:journl:hal-01514114
    as

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