L’effet du produit préféré sur l’attitude du consommateur à l’égard de l’assortiment: une caractérisation selon les modes de décision

Yolande Piris () and Nathalie Guibert ()
Additional contact information
Yolande Piris: LARGEPA - Laboratoire de recherche en sciences de gestion Panthéon-Assas - UP2 - Université Panthéon-Assas
Nathalie Guibert: LARGEPA - Laboratoire de recherche en sciences de gestion Panthéon-Assas - UP2 - Université Panthéon-Assas

Post-Print from HAL

Abstract: This present work is focused on consumer's attitude formation toward an assortment. It highlights that variety perception and organization perception influence depends on whether one is looking or not for his preferred product. It also explores preferred product influence on attitude formation according to three decision modes: deliberation, intuition based on expertise and intuition based on heuristics. A survey of 168 consumers ends on showing a gradation in the relative power of variety perception on attitude depending on decision mode and preferred product. This research also highlights the importance of organization perception on understanding consumers' attitude toward a product assortment.

Keywords: Assortment; Preferred product; Perception; Decision mode; Intuition; Assortiment; Produit préféré; Mode de décision (search for similar items in EconPapers)
Date: 2015-05-19
Note: View the original document on HAL open archive server: https://hal.science/hal-01726507v1
References: Add references at CitEc
Citations:

Published in AFM, Association française de marketing - Congrès, AFM, Association française de marketing, May 2015, Marrakech, Maroc

Downloads: (external link)
https://hal.science/hal-01726507v1/document (application/pdf)

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-01726507

Access Statistics for this paper

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