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Et si les prix n'étaient pas toujours des chiffres dans la tête du consommateur ? L'apport de la ligne numérique mentale

Author

Listed:
  • Yohan Bernard

    (LEG - Laboratoire d'Economie et de Gestion - UB - Université de Bourgogne - CNRS - Centre National de la Recherche Scientifique)

Abstract

And if prices were not always numerals in the consumer's head ? The role of the mental number line The article emphasizes the importance of a form of price memorization by consumers : semantic (or relative) knowledge. Based on the notion of mental number line, a unified conceptual frame is proposed in order to account for this kind of knowledge. The resulting innovative approach helps to understand multiple concepts relative to prices, such as price-images and internal reference prices. Through an experiment, tools for measuring semantic knowledge relating to prices were tested and a first validation of the proposed conceptual model was provided. Several marketing implications of these findings are finally drawn.

Suggested Citation

  • Yohan Bernard, 2013. "Et si les prix n'étaient pas toujours des chiffres dans la tête du consommateur ? L'apport de la ligne numérique mentale," Post-Print halshs-01288235, HAL.
    • Handle: RePEc:hal:journl:halshs-01288235
    DOI: 10.3917/rsg.261.0027
    as

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