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Approche Expérimentale De L'Influence De La Symétrie Dans Le Contexte De L'Emballage

Author

Listed:
  • Sophie Lacoste-Badie

    (LUMEN - Lille University Management Lab - ULR 4999 - Université de Lille)

  • Arnaud Bigoin-Gagnan

    (CREM - Centre de recherche en économie et management - UNICAEN - Université de Caen Normandie - NU - Normandie Université - UR - Université de Rennes - CNRS - Centre National de la Recherche Scientifique, ARGUMans - Laboratoire de recherche en gestion Le Mans Université - UM - Le Mans Université)

Abstract

Cette recherche vise à étudier l'influence de la disposition plus ou moins symétrique (manipulation du niveau de symétrie) des informations présentes sur un packaging. Les résultats montrent qu'une disposition symétrique des informations par rapport à un axe vertical diminue la complexité visuelle du packaging, améliore l'évaluation esthétique du packaging et l'intention d'achat du produit. Une médiation seulement indirecte de l'effet de la complexité visuelle du packaging sur l'évaluation esthétique du packaging par la fluidité perceptuelle est mise en évidence. Les apports théoriques et managériaux sont discutés et les limites du travail exposées.

Suggested Citation

  • Sophie Lacoste-Badie & Arnaud Bigoin-Gagnan, 2017. "Approche Expérimentale De L'Influence De La Symétrie Dans Le Contexte De L'Emballage," Post-Print hal-05494587, HAL.
    • Handle: RePEc:hal:journl:hal-05494587
    as

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