Le risque de l'implicite dans un cas d'innovation en faveur de l'écologie

Blandine Hetet (), Jean-Michel Moutot () and Jean-Pierre Mathieu ()
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Blandine Hetet: Audencia Recherche - Audencia Business School
Jean-Michel Moutot: Audencia Recherche - Audencia Business School
Jean-Pierre Mathieu: Audencia Recherche - Audencia Business School

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Abstract: This article introduces exploratory research on the impact of the implicit on speech. Based on applied research on the measure of participants' attitudes in focus groups toward an ecological innovation, an analysis based on inferences from speech and a comparison with explicit elements of the study were set up. Implicit attitudes were generally congruent with explicit attitudes expressed by participants. This exploratory research helps in understanding the risks of the partial study of speeches, and shows the influence of implicit cognitions on marketing and management strategies.

Keywords: risk; implicit cognition; speech; lexical analysis; risque; cognition implicite; innovation; discours; analyse lexicale par contexte (search for similar items in EconPapers)
Date: 2013
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Published in Innovations - Revue d’économie et de management de l'innovation, 2013, 40, pp.65-81. ⟨10.3917/inno.040.0065⟩

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Persistent link: https://EconPapers.repec.org/RePEc:hal:journl:hal-00994312

DOI: 10.3917/inno.040.0065

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