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Les profils d'implication

Author

Listed:
  • Gilles Laurent

    (HEC-ISA)

  • Jean-Noël Kapferer

Abstract

On parle beaucoup d'implication du consommateur dans un produit. Il y a en fait plusieurs sortes d'implications. Nous présentons des résultats empiriques fondés sur l'analyse de plus de y 500 interviews, à propos de 37 catégories de produit. Selon la source de l'implication (la valeur de plaisir du produit, sa valeur de signe, les risques qu'il entraîne ou l'intérêt qu'on lui porte), les conséquences sur le comportement du consommateur seront différentes. C'est pourquoi nous recommandons de mesurer un profil d'implication du consommateur dans un produit, plutôt qu'un niveau d'implication unidimensionnel. Cette approche est plus riche en termes de compréhension du phénomène de l'implication, de prévision de ses conséquences et de diagnostic de gestion.

Suggested Citation

  • Gilles Laurent & Jean-Noël Kapferer, 1986. "Les profils d'implication," Post-Print hal-02010728, HAL.
    • Handle: RePEc:hal:journl:hal-02010728
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    1. repec:dau:papers:123456789/1607 is not listed on IDEAS
    2. Laurent Maubisson, 2016. "Confiance, risque perçu et intention d’usage : application à la vaccination contre la grippe," Post-Print hal-02499741, HAL.
    3. Jean-Marie Codron & François D'Hauteville, 1998. "Une approche conceptuelle des relations fournisseurs-distributeurs [Cas du vin, des fruits de contre saison et des produits ultra frais laitiers]," Économie rurale, Programme National Persée, vol. 245(1), pages 16-23.
    4. Jongwon Won & Jong Yoon Lee & Jong Woo Jun, 2020. "Influences of SNS (Social Network Service) Uses and Musical Consumption on City Branding: A Focus on Broadway, New York and the West End, London," Sustainability, MDPI, vol. 12(9), pages 1-10, May.
    5. Éric Barquissau & Nathalie Darras-Barquissau, 2017. "Les forums d'actionnaires individuels : un outil de réduction du risque ?," Post-Print hal-01655914, HAL.

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