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La diversité des émotions ressenties dans un point de vente

Author

Listed:
  • LICHTLE, Marie-Christine

    (LEG-CERMAB - CNRS - IAE - Université de Bourgogne)

  • PLICHON, Véronique

    (IUT de Tours - CERMAT)

Abstract

De nombreuses recherches ont montré que les simuli sensoriels de l'atmosphère du point de vente pouvaient affecter le comportement du consommateur. Certaines pratiques des distributeurs cherchent, en effet, à valoriser l'expérience vécue par le chaland, en lui faisant éprouver certaines sensations. Toutefois, la diversité des réactions affectives pouvant être suscitées dans un environnement commercial n'a pas encore été mise en évidence. C'est l'objet de la présente étude. Les résultats montrent, d'une part, que les états affectifs peuvent être décrits par 6 dimensions et sont d'intensité variable. D'autre part, certaines enseignes de la distribution peuvent être caractérisées par le type et l'intensité des émotions ressenties. Sensory stimuli of a retail environment are supposed to influence consumer behavior. In fact, the aim of retailers may be to improve the shopping experience, by creating specific feelings. But the diversity of affects generated in a point of sale environment has not been underlined. On the one hand, results show that affects can be represented by 6 dimensions and that their intensity is variable. On the other hand, retail organizations may be described by the type and the intensity of the emotions felt by customers.

Suggested Citation

  • LICHTLE, Marie-Christine & PLICHON, Véronique, 2005. "La diversité des émotions ressenties dans un point de vente," LEG - CERMAB / Centre de Recherche en Marketing de Bourgogne - Cahier de recherche 2005-03, LEG - CERMAB, CNRS UMR 5118, Université de Bourgogne.
    • Handle: RePEc:lat:gstion:2005-03
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    References listed on IDEAS

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    1. Russell, James A & Mehrabian, Albert, 1976. "Environmental Variables in Consumer Research," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 3(1), pages 62-63, June.
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    3. Richins, Marsha L, 1997. "Measuring Emotions in the Consumption Experience," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 24(2), pages 127-146, September.
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    Cited by:

    1. Lionel Nicod & Sylvie Llosa, 2018. "How should customers be trained in their role as coproducers? The influence of training and its characteristics on the benefits of coproduction," Post-Print hal-03513344, HAL.

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