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La non confirmation des attentes comme mesure de la force d'une marque. Une approche expérimentale sur le jus d'orange


  • Fornerino, M.
  • D'Hauteville, F.
  • Perrouty, J.P.


Disconfirmation is the mismatch between expected and blind evaluation of a product (Anderson, 1973). Assimilation occurs when the final evaluation of the product changes in the direction of the expectation, whereas contrast occurs when this change is opposite to the expectation. We experiment on oranges juices on 8 groups of students (n=109), and we demonstrate that these mechanisms may be interpreted and used to measure brand equity. The results indicate a strong assimilation effect for the most appreciated brand, and a contrast effect for the retailers brand, although both products were rated the same in the blind evaluation. ...French Abstract : La non confirmation est le décalage entre la qualité attendue et qualité perçue lors de la dégustation à l'aveugle (Anderson, 1973). Ce décalage peut aller dans le sens d'une assimilation lorsque l'évaluation du produit se fait dans le sens de la qualité attendue, soit dans le sens d'un contraste lorsque cette évaluation se fait en sens inverse. A partir d'expérimentations menées avec des jus d'orange auprès de groupes d'étudiants (n=109), les auteurs montrent que ces mécanismes peuvent être utilisés comme des indicateurs de la force d'une marque. Les résultats montrent un effet d'assimilation très marqué pour la marque la plus connue et appréciée par les étudiants, et un effet de contraste dans le cas d'une marque de distributeur, alors que les évaluations des deux produits à l'aveugle ne permet pas de les départager.

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  • Fornerino, M. & D'Hauteville, F. & Perrouty, J.P., 2006. "La non confirmation des attentes comme mesure de la force d'une marque. Une approche expérimentale sur le jus d'orange," Working Papers MoISA 200610, UMR MoISA : Montpellier Interdisciplinary center on Sustainable Agri-food systems (social and nutritional sciences): CIHEAM-IAMM, CIRAD, INRAE, L'Institut Agro, Montpellier SupAgro, IRD - Montpellier, France.
  • Handle: RePEc:umr:wpaper:200610

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    Cited by:

    1. Olivier Brunel & Céline Gallen, 2010. "Et si c'était de la dissonance cognitive ?," Working Papers hal-00547775, HAL.

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    All these keywords.

    JEL classification:

    • D11 - Microeconomics - - Household Behavior - - - Consumer Economics: Theory
    • D12 - Microeconomics - - Household Behavior - - - Consumer Economics: Empirical Analysis
    • L66 - Industrial Organization - - Industry Studies: Manufacturing - - - Food; Beverages; Cosmetics; Tobacco
    • M30 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - General

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