A multi-mechanism sales promotion includes in the same communication several promotion techniques offered either by the retailer or the producer. Framing theory suggests that increasing the number of techniques could increase the perceived value for consumers. A between-subjects experimentation...

Pour optimiser les prises de décision marketing, comprendre les comportements de consommation est un préalable essentiel. L'étude du consommateur met à contribution de nombreuses disciplines (économie, psychologie, anthropologie. ) pour en extraire des méthodes d'analyse, des théories et...

La société de consommation est marquée par l’hyperchoix. Désormais, le problème du consommateur est de trouver le produit, parmi une foultitude, correspondant à ses besoins. Quels que soient les secteurs, le nombre de produits disponibles progresse, plaçant le consommateur dans une...

A multi-mechanism promotion includes in the same communication several promotional techniques. The relative efficiency of this kind of promotion on consumers' choices depends upon two antagonist effects. On the one hand, prospect theory predicts a positive direct influence of multiple mechanisms...

Illustré de cas d'étude, ce document expose les principaux concepts permettant de décrire et comprendre le comportement des consommateurs, afin de prendre les meilleures décisions marketing.

This research focuses on "second generation" young female adults' cosmetics consumption, and explores their specific ethnicity. The results of an ethnographic study and phenomenological interviews are developed. While mothers distinguish between two worlds (here and there), second generation...

Though not a recent practise, brand placement in movies has been developing rapidly during the last few years. Does the intrusion of this advertising logic into the film itself consist of a peril or a profit for the seventh art ? Adopting the point of view of the different actors of the movie...

Since the end of the apartheid regime, the number of advertisements casting actors from different racial backgrounds simultaneously has significantly increased. Comments about this development are multi-faceted. While some observers praise this technique as the ideal social mirror of the...

This paper examines the ‘executional greenwashing’ effect, i.e. the use of nature-evoking elements in advertisements to artificially enhance a brand’s ecological image. Theoretical and regulatory implications are discussed.