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Les antécédents de l'attitude envers le prospectus

Author

Listed:
  • Béatrice Parguel

    (DRM - Dauphine Recherches en Management - Université Paris Dauphine-PSL - PSL - Université Paris sciences et lettres - CNRS - Centre National de la Recherche Scientifique)

  • Aîda Mimouni

    (THEMA - Théorie économique, modélisation et applications - UCP - Université de Cergy Pontoise - Université Paris-Seine - CNRS - Centre National de la Recherche Scientifique)

Abstract

In this article, the literature and a semi-directive qualitative study conducted on 13 consumers show that store flyers are valued because of the benefits - exploration, entertainment, functional and value expression - and costs - environmental and budget constraints - they provide to consumers. A quantitative study is then conducted among 211 consumers in order to test the impact of these different benefits and costs on consumers' attitude towards store flyers. The results reveal that entertainment and value expression benefits, generally considered as hedonic, have a more important effect, compared to functional benefits. Consequently, this article suggests considering store flyers from an experiential perspective and invites retailers to design them in a more creative way.

Suggested Citation

  • Béatrice Parguel & Aîda Mimouni, 2009. "Les antécédents de l'attitude envers le prospectus," Post-Print halshs-00634453, HAL.
    • Handle: RePEc:hal:journl:halshs-00634453
    Note: View the original document on HAL open archive server: https://shs.hal.science/halshs-00634453
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