L’impact de la saillance de mortalité sur les stratégies régulatrices et sur les préférences produits promotion et prévention

Judith Partouche-Sebban and Denis Guiot
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Judith Partouche-Sebban: ESG Management School - ESG Management School
Denis Guiot: 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 experimental study examines the effect of mortality salience (i.e. death reminders) on regulatory motivations and products' attributes preferences. More precisely, it focuses on the existence of two independent motivational mechanisms in response to mortality salience : approach versus avoidance. Results confirm the existence of both mechanisms and show that the intensity of death reminders arouses distinct preferences for products' attributes prevention versus promotion and that regulatory strategies, i.e. avoidance versus approach, play a mediator role in this effect.

Keywords: stratégies individuelles; marketing; besoins; motivations (search for similar items in EconPapers)
Date: 2018
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Published in Revue management & avenir, 2018, 104, ⟨10.3917/mav.104.0015⟩

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Persistent link: https://EconPapers.repec.org/RePEc:hal:journl:hal-01990755

DOI: 10.3917/mav.104.0015

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