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«... Bleue comme une orange » ou l'intrusion du design dans nos assiettes

  • Céline Gallen


    (LEMNA - Laboratoire d'économie et de management de Nantes Atlantique - Université de Nantes : EA4272)

  • Claire Gauzente

    (Sciences Po Rennes - Sciences Po : RENNES, GRANEM - Groupe de Recherche Angevin en Economie et Management - Université d'Angers)

  • Gaëlle Pantin-Sohier


    (GRANEM - Groupe de Recherche Angevin en Economie et Management - Université d'Angers)

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    Cet article traite de la perception et de l'acceptation du design de produits alimentaires « bruts » d'origine végétale. L'objectif de cette recherche est de mesurer l'impact du niveau d'incongruence lié à la couleur et/ou à la forme sur l'acceptation globale par le consommateur. Des tests sensoriels ont été réalisés en laboratoire sur deux produits bruts, l'orange et la tomate. Les principaux résultats montrent que 1/ plus le produit est incongruent, plus il est perçu comme génétiquement modifié et moins il est préféré, 2/ le design influence l'inquiétude et l'attitude esthétique qui agissent sur l'intention de goûter, 3/ une modification de la couleur inquiète davantage qu'une modification de la forme.

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    Paper provided by HAL in its series Working Papers with number hal-00547770.

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    Date of creation: 17 Dec 2010
    Date of revision:
    Handle: RePEc:hal:wpaper:hal-00547770
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    1. Alba, Joseph W & Hutchinson, J Wesley, 1987. " Dimensions of Consumer Expertise," Journal of Consumer Research, University of Chicago Press, vol. 13(4), pages 411-54, March.
    2. Campbell, Margaret C & Goodstein, Ronald C, 2001. " The Moderating Effect of Perceived Risk on Consumers' Evaluations of Product Incongruity: Preference for the Norm," Journal of Consumer Research, University of Chicago Press, vol. 28(3), pages 439-49, December.
    3. Cohen, Joel B & Basu, Kunal, 1987. " Alternative Models of Categorization: Toward a Contingent Processing Framework," Journal of Consumer Research, University of Chicago Press, vol. 13(4), pages 455-72, March.
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