Du soi au groupe: naissance du concept du nous et exploration d’une échelle de mesure du nous idéal

Sondes Zouaghi (sondes.zouaghi@univ-rouen.fr) and Denis Darpy
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Sondes Zouaghi: THEMA - Théorie économique, modélisation et applications - UCP - Université de Cergy Pontoise - Université Paris-Seine - CNRS - Centre National de la Recherche Scientifique
Denis Darpy: DRM - Dauphine Recherches en Management - Université Paris Dauphine-PSL - PSL - Université Paris Sciences et Lettres - CNRS - Centre National de la Recherche Scientifique

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Abstract: This article introduces a new concept in the marketing literature, the "we concept" which is based on Kaës's works in psychoanalysis and on psychological research on social identity. It is defined as the global image that an individual attributes to his reference group. The two empirical studies presented explore one of the three facets of the "we concept", the "ideal we concept" defined as the ideal image that an individual attributes to its main group taken as a whole (in this research, the family). A four dimensional structure is proposed and validated in two cultures. The limits of the study are presented in the conclusion, along with several suggestions for further research and marketing applications.

Keywords: Comportement du consommateur; Concept du nous; Concept de soi; Groupe de référence; Identité sociale; famille; interculturel; échelle de mesure; analyse factorielle confirmatoire; modèle OCEAN (search for similar items in EconPapers)
Date: 2003-12
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Published in Recherche et Applications en Marketing (French Edition), 2003, 18 (4), ⟨10.1177/076737010301800401⟩

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Persistent link: https://EconPapers.repec.org/RePEc:hal:journl:hal-01518939

DOI: 10.1177/076737010301800401

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