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L’imagerie mentale et ses déterminants comme facteurs de réponses émotionnelles et comportementales du consommateur : une analyse en situation d’achat en ligne

Author

Listed:
  • Aurély Lao

    (UMR CNRS 8179 - Université de Lille, Sciences et Technologies - CNRS - Centre National de la Recherche Scientifique)

Abstract

Cette recherche met en évidence l'influence positive de l'imagerie mentale de soi et de ses antécédents sur les émotions anticipées mixtes et sur l'intention et l'impulsion d'achat du e-consommateur. Les résultats montrent que le choix des stimuli utilisés dans la présentation d'un produit sur un site marchand peut influencer significativement l'imagerie mentale et les réponses comportementales de l'internaute. Des implications théoriques et managériales sont proposées ainsi que des voies de recherche issues des limites de l'étude sont soulignées.

Suggested Citation

  • Aurély Lao, 2013. "L’imagerie mentale et ses déterminants comme facteurs de réponses émotionnelles et comportementales du consommateur : une analyse en situation d’achat en ligne," Post-Print hal-02055396, HAL.
    • Handle: RePEc:hal:journl:hal-02055396
    DOI: 10.1177/0767370113499287
    as

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