The “We concept” is proposed as a psychographic segmentation variable for products requiring a family-based purchase decision . This research describes the relation of expression of the “We concept” facets with the preferred car image. A scale of the preferred car image (pleasure,...

This article introduces a new concept in the marketing literature, the "we concept" which is based on Kaës's works in psychoanalysis and on psychological research on social identity. It is defined as the global image that an individual attributes to his reference group. The two empirical...

Cette recherche a pour objectif de vérifier et de compléter les résultats des travaux de Damak (1996) qui montraient l’existence, chez les femmes, d’une relation de congruence ou de complémentarité entre l’image corporelle et les préférences de design de produits (en fonction de la...