How to rethink judgment devices? Resistant wine consumers looking for autonomy

Comment repenser les dispositifs de jugement ? La résistance et la recherche d’autonomie chez les consommateurs de vin

Roxane Favier (), Anthony Galluzzo () and Jean-Philippe Galan ()
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Roxane Favier: TSM - Toulouse School of Management Research - UT Capitole - Université Toulouse Capitole - UT - Université de Toulouse - CNRS - Centre National de la Recherche Scientifique - TSM - Toulouse School of Management - UT Capitole - Université Toulouse Capitole - UT - Université de Toulouse
Anthony Galluzzo: COACTIS - COnception de l'ACTIon en Situation - UL2 - Université Lumière - Lyon 2 - UJM - Université Jean Monnet - Saint-Étienne
Jean-Philippe Galan: IRGO - Institut de Recherche en Gestion des Organisations - UB - Université de Bordeaux - Institut d'Administration des Entreprises (IAE) - Bordeaux

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Abstract: This research aims to investigate consumer resistance to judgement devices on the wine marketplace. A participant observation method has been employed to investigate wine clubs and tours and to estimate consumer perceptions. Our results show that the deprivation of liberty induced by the delegation function of expertise and trade related judgement devices leads to consumer resistance. Judgement devices allowing autonomy and control are, on the contrary, valued by consumers. These results outline the industry's need to reinvent judgement devices through social and cultural hybridizations. They also underline the relevance of the economics of singularities to rethink consumer paths in a context of strong resistance.

Keywords: wine; judgment; resistance; singularity; netnography; vin; jugement; résistance; singularité; netnographie (search for similar items in EconPapers)
Date: 2016-05-18
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Published in Congrès International de l’Association Française du Marketing, W. Sabadie, Association Française du Marketing, May 2016, Lyon, France

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Persistent link: https://EconPapers.repec.org/RePEc:hal:journl:hal-03238020

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