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La distance psychologique comme outil actionnable par les managers

Author

Listed:
  • Mohamed Didi Alaoui

    (GRM - Groupe de Recherche en Management - EA 4711 - UNS - Université Nice Sophia Antipolis (1965 - 2019) - UniCA - Université Côte d'Azur)

  • Véronique Cova

    (CERGAM - Centre d'Études et de Recherche en Gestion d'Aix-Marseille - AMU - Aix Marseille Université - UTLN - Université de Toulon)

Abstract

Cet article propose une synthèse des recherches ayant mobilisé le concept de distance psychologique autour des questions liées aux comportements prosociaux du consommateur, à la digitalisation de la consommation et aux pratiques marketing. Ce travail s'appuie sur une méta-synthèse de 584 articles issus de revues en psychologie et en marketing. Il permet une consolidation et une validation des connaissances du concept de distance psychologique dans ces différentes thématiques du marketing. Il montre également comment la distance psychologique peut être actionnée par les managers afin d'améliorer les réponses du consommateur. Les managers peuvent agir directement sur la distance en la réduisant ou l'augmentant pour profiter des bienfaits de la proximité ou de l'éloignement psychologique. Ils peuvent également ajuster les variables du marketing-mix en fonction de la distance psychologique expérimentée par le consommateur pour fluidifier le traitement de l'information et, in fine, améliorer les réponses de ce dernier.

Suggested Citation

  • Mohamed Didi Alaoui & Véronique Cova, 2021. "La distance psychologique comme outil actionnable par les managers," Post-Print hal-03126709, HAL.
    • Handle: RePEc:hal:journl:hal-03126709
    DOI: 10.1177/0767370121992803
    Note: View the original document on HAL open archive server: https://hal.science/hal-03126709
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    References listed on IDEAS

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