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Que valent les communications interpersonnelles ? Calibrage interpersonnel des connaissance et sélection des sources de conseil

Author

Listed:
  • Laurent Bertrandias

    (marketing - CRM - Centre de Recherche en Management - UT Capitole - Université Toulouse Capitole - UT - Université de Toulouse - IAE - Institut d'Administration des Entreprises - Toulouse - CNRS - Centre National de la Recherche Scientifique)

  • Eric Vernette

    (marketing - CRM - Centre de Recherche en Management - UT Capitole - Université Toulouse Capitole - UT - Université de Toulouse - IAE - Institut d'Administration des Entreprises - Toulouse - CNRS - Centre National de la Recherche Scientifique)

Abstract

Pour choisir un produit, le consommateur demande souvent conseil aux personnes de son entourage, c'est-à-dire à des amis, des leaders d'opinion, des consommateurs experts voire à des individus combinant ces caractéristiques. Nos résultats montrent que les conseils des amis et des leaders d'opinion sont plus recherchés, leurs connaissances étant, par ailleurs, surestimées. Les experts sont moins sollicités, leurs connaissances étant sous-estimées. Ces erreurs de calibrage interpersonnel diminuent si la source évalue correctement ses propres connaissances et augmentent dans le cas contraire

Suggested Citation

  • Laurent Bertrandias & Eric Vernette, 2012. "Que valent les communications interpersonnelles ? Calibrage interpersonnel des connaissance et sélection des sources de conseil," Post-Print halshs-00862119, HAL.
    • Handle: RePEc:hal:journl:halshs-00862119
    as

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