Le cadeau à soi expliqué par l’orientation régulatrice

Denis Darpy and Dania Mouakhar-Klouz
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Denis Darpy: DRM - Dauphine Recherches en Management - Université Paris Dauphine-PSL - PSL - Université Paris Sciences et Lettres - CNRS - Centre National de la Recherche Scientifique
Dania Mouakhar-Klouz: PSY-NCA - Psychologie et Neurosciences de la Cognition et de l'affectivité - UNIROUEN - Université de Rouen Normandie - NU - Normandie Université

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Abstract: The goal of our research is to offer a new approach of the self-gift act by extending the application of self-regulatory theory in consumer research. To achieve this, the measurement tool of regulatory focus has been validated in a French context and an experiment has been realised. Evidence was found that the interaction between regulatory focus (promotion versus prevention) and achievement outcomes (success or failure) affect the intention to purchase self-gifts. Results are discussed and future research is suggested.

Keywords: Orientation régulatrice; Intention d'achat; Cadeau à soi; Comportement du consommateur (search for similar items in EconPapers)
Date: 2009-05
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Published in 25ème Congrès de l’AFM, May 2009, London, Royaume-Uni

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Persistent link: https://EconPapers.repec.org/RePEc:hal:journl:hal-01517047

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