Les superstitions du consommateur: définition, mesure et impact sur le comportement d'achat

Knowing and identifying superstitious consumers enable firms to propose products or services which are not opposite to the superstitious practices of consumers. An exploratory study; 10 interviews and 4 collects of data (N = 484) were conducted in order to both identify the dimensions of superstition and build a scale that measures consumer’s superstition. A last study (N=119) shows that superstitious practices influence the buying behavior of consumer.

MoreLess

Year of publication:	2009-05
Authors:	Guillard, Valérie ; Delacroix, Eva
Institutions:	Université Paris-Dauphine (Paris IX)
Subject:	Marketing sensoriel \| comportement du consommateur \| consumer behavior

More details

Series:	Economics Papers from University Paris Dauphine.
Type of publication:	Book / Working Paper
Classification:	M31 - Marketing
Source:	RePEc - Research Papers in Economics

Persistent link: https://www.econbiz.de/10010709022