Le risque de l'implicite sur l'acceptation d'une innovation et sur l'attitude envers la marque: une recherche exploratoire

Jean-Michel Moutot () and Blandine Hetet ()
Additional contact information
Jean-Michel Moutot: Audencia Recherche - Audencia Business School
Blandine Hetet: Audencia Recherche - Audencia Business School

Post-Print from HAL

Abstract: This exploratory research analyzes the risk posed by the implicit acceptance of an innovation and consumer attitudes toward the brand. The impact of implicit attitudes on the diffusion and acceptance of an innovation is studied in the context of research examining the attitudes of participants in focus group toward a technological innovation. Analysis allowed to highlight the implications of new implicit attitudes towards two very active areas of research in marketing : innovation and brand. A depth analysis of participants' discourse and the establishment of the IAT is envisaged to support these initial exploratory results.

Date: 2012-11
References: Add references at CitEc
Citations:

Published in Revue management & avenir, 2012, (57), pp.176-193. ⟨10.3917/mav.057.0177⟩

There are no downloads for this item, see the EconPapers FAQ for hints about obtaining it.

Related works:
This item may be available elsewhere in EconPapers: Search for items with the same title.

Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text

Persistent link: https://EconPapers.repec.org/RePEc:hal:journl:hal-00956962

DOI: 10.3917/mav.057.0177

Access Statistics for this paper

More papers in Post-Print from HAL
Bibliographic data for series maintained by CCSD ().