IDEAS home Printed from https://ideas.repec.org/p/hal/journl/hal-04998054.html
   My bibliography  Save this paper

Quel est impact des contextes décisionnels ambivalents sur la force de l’attitude chez le consommateur lors de l’expérience d’achat ?

Author

Listed:
  • Hager Turki

    (IHEC - Institut des hautes études commerciales (Carthage, Tunisie) - UCAR - Université de Carthage (Tunisie) = University of Carthage)

  • Samy Belaïd

    (Métis Lab EM Normandie - EM Normandie - École de Management de Normandie = EM Normandie Business School)

  • Feriel Sayadi

    (IHEC - Institut des hautes études commerciales (Carthage, Tunisie) - UCAR - Université de Carthage (Tunisie) = University of Carthage)

  • Norchene Ben Dahmane Mouelhi

    (IHEC - Institut des hautes études commerciales (Carthage, Tunisie) - UCAR - Université de Carthage (Tunisie) = University of Carthage)

Abstract

This research aims to study the impact of choice contexts characterized by ambivalence on the strength of the attitude toward products and brands. In order to meet this objective, we conducted an experimentation with 295 students. A structural equation modeling revealed the significant impact of ambivalence on the characteristic dimensions of the strength of the attitude adopted. This research has managerial implications for companies whose product or brand is part of a highly competitive and ambivalent choice environment. ZAARAOUI-SABRI O. (2007), Le tabou en communication publicitaire : étude des réactions affectives cognitives et conatives du récepteur exposé à des stimuli tabous mortifères et sexuels.

Suggested Citation

  • Hager Turki & Samy Belaïd & Feriel Sayadi & Norchene Ben Dahmane Mouelhi, 2021. "Quel est impact des contextes décisionnels ambivalents sur la force de l’attitude chez le consommateur lors de l’expérience d’achat ?," Post-Print hal-04998054, HAL.
    • Handle: RePEc:hal:journl:hal-04998054
    as

    Download full text from publisher

    To our knowledge, this item is not available for download. To find whether it is available, there are three options:
    1. Check below whether another version of this item is available online.
    2. Check on the provider's web page whether it is in fact available.
    3. Perform a search for a similarly titled item that would be available.

    More about this item

    Statistics

    Access and download statistics

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:hal:journl:hal-04998054. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    We have no bibliographic references for this item. You can help adding them by using this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: CCSD (email available below). General contact details of provider: https://hal.archives-ouvertes.fr/ .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.