Introduction à l’analyse sensorielle et aux études consommateurs : Nouvelles perspectives (original) (raw)

Neuroscience du consommateur: ruptureparadigmatique ?

2008

The evolution of marketing concepts under the influence of the psychologicalthought is a constant in the discipline history. The development of cognitive science, andmore specifically of the neurosciences, allow us today to advocate a consumer neuroscience.The author presents here the expected developments of the discipline and its contiguousethical reflections.

L'émotion en psychologie du consommateur

2020

The company is no longer able to settle for classic marketing. Marketing is overcoming obsolete practices and moving towards the emotions that are at the heart of the purchasing act. Emotion automatically influences our judgments without our being aware of it. Studies have shown that 80% of an individual's life is consumed by emotions, while the remaining 20% is intellect (Lough, 2006). The question of the theoretical status of emotion in consumer psychology is finally addressed. This emerging interest appeared in a conference chaired by Peterson et al (1986). Indeed, it becomes necessary to understand emotion in order to be able to reach the consumer's responses to advertising messages and commercial places. This article proposes to present the concept of emotion and its main contribution in consumer psychology from the emotional and cognitive angle, its measurement tool, as well as their interest for the study of consumer behaviour in marketing. Keywords : Emotion ; consumer psychology ; consumer behavior ; marketing ; measurement

Expériences de consommation et marketing expérientiel

Revue Française de Gestion, 2015

La notion d'expérience est devenue un élément-clé de compréhension du comportement du consommateur et le fondement principal d'une nouvelle démarche marketing : le marketing expérientiel. Prenant appui sur l'idée que le consommateur actuel cherche à vivre des immersions dans des expériences extraordinaires plutôt qu'à rencontrer de simples produits ou services, le marketing expérientiel prête le flanc à de sévères critiques pratiques et théoriques qui sont développées dans cet article.