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La mesure des réactions affectives en marketing : évaluation des principaux outils

Author

Listed:
  • Christian Derbaix

    (LACC - Laboratoire d 'Analyse du Comportement du Consommateur - FUCAM - Facultés Universitaires Catholiques de Mons)

  • Ingrid Poncin

    (LACC - Laboratoire d 'Analyse du Comportement du Consommateur - FUCAM - Facultés Universitaires Catholiques de Mons, ESC Lille)

Abstract

L'objet de cet article est de dresser un inventaire des principales méthodes et outils de mesure des réactions affectives en marketing. Cet inventaire s'articule selon une classification tenant compte du moment de la mesure, du caractère verbal ou non, de l'intervention explicite ou non du consommateur, de la prise de mesure unique ou répétée. Après avoir précisé les avantages et les inconvénients de ces méthodes, nous concluons en présentant les caractéristiques d'un outil de mesure idéal et en nous prononçant pour la mise en oeuvre d'approches multi-méthodes.

Suggested Citation

  • Christian Derbaix & Ingrid Poncin, 2005. "La mesure des réactions affectives en marketing : évaluation des principaux outils," Post-Print hal-02023600, HAL.
    • Handle: RePEc:hal:journl:hal-02023600
    DOI: 10.1177/076737010502000203
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    Citations

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    Cited by:

    1. Bahoussa Abdelaziz & Imane Sbai, 2020. "Emotion in consumer psychology : Foundations and practices [L'émotion en psychologie du consommateur : Fondements et pratiques]," Post-Print hal-04454015, HAL.
    2. Marc Roy, 2014. "Measuring Emotional Responses to TV Commercials: The Warmth Monitor Modernized," International Journal of Business and Social Research, LAR Center Press, vol. 4(12), pages 63-69, December.
    3. Lambillotte, Laetitia & Magrofuoco, Nathan & Poncin, Ingrid & Vanderdonckt, Jean, 2022. "Enhancing playful customer experience with personalization," Journal of Retailing and Consumer Services, Elsevier, vol. 68(C).
    4. Andréa Gourmelen & Marine Le Gall-Ely & Bertrand Urien, 2016. "Le concept de pression temporelle ultime et sa mesure," Post-Print hal-01676280, HAL.
    5. Andréa Gourmelen & Bertrand Urien & Marine Le Gall-Ely, 2016. "Ultimate time pressure: Conceptualisation and measurement," Post-Print hal-01904355, HAL.

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