Innover dans le secteur traditionnel: l’importance de l’authenticité et de la typicalité perçues

Gaëlle Pantin-Sohier (), Caroline Lancelot Miltgen () and Sandra Camus ()
Additional contact information
Gaëlle Pantin-Sohier: GRANEM - Groupe de Recherche Angevin en Economie et Management - UA - Université d'Angers - AGROCAMPUS OUEST - Institut National de l'Horticulture et du Paysage
Caroline Lancelot Miltgen: Audencia Recherche - Audencia Business School
Sandra Camus: GRANEM - Groupe de Recherche Angevin en Economie et Management - UA - Université d'Angers - AGROCAMPUS OUEST - Institut National de l'Horticulture et du Paysage

Post-Print from HAL

Abstract: This article deals with consumers' perceptions of innovative traditional products. Using food products, it studies how innovation (on flavour or packaging, incremental or radical) on traditional products influences two main variables of the consumers' decision process: the perceived authenticity and typicality. After a literature review, we set up an experiment with 383 participants to test the effect of both the food product flavour and its packaging. The results confirm the holistic judgment for typicality and the highest perceived typicality of the flavor / packaging incremental combination. The results also show that incremental packaging innovation positively influences the origin dimension of authenticity. In addition, radical flavor innovation positively influences the singularity dimension of authenticity. Finally, we identify a positive relationship between typicality, the projection and singularity dimensions of authenticity and product attitude.

Keywords: Perceived authenticity; Typicality; Innovation; Traditional sector; Authenticité perçue; Secteur traditionnel; Typicalité (search for similar items in EconPapers)
Date: 2015-01
References: Add references at CitEc
Citations: View citations in EconPapers (1)

Published in Décisions Marketing, 2015, 77, pp.63-84. ⟨10.7193/DM.077.63.84⟩

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-01134175

DOI: 10.7193/DM.077.63.84

Access Statistics for this paper

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