Quel est impact des contextes décisionnels ambivalents sur la force de l’attitude chez le consommateur lors de l’expérience d’achat ?

Hager Turki, Samy Belaïd (), Feriel Sayadi and Norchene Ben Dahmane Mouelhi ()
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Hager Turki: IHEC - Institut des hautes études commerciales (Carthage, Tunisie) - UCAR - Université de Carthage (Tunisie)
Samy Belaïd: Métis Lab EM Normandie - EM Normandie - École de Management de Normandie = EM Normandie Business School
Feriel Sayadi: IHEC - Institut des hautes études commerciales (Carthage, Tunisie) - UCAR - Université de Carthage (Tunisie)
Norchene Ben Dahmane Mouelhi: IHEC - Institut des hautes études commerciales (Carthage, Tunisie) - UCAR - Université de Carthage (Tunisie)

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Abstract: This research aims to study the impact of choice contexts characterized by ambivalence on the strength of the attitude toward products and brands. In order to meet this objective, we conducted an experimentation with 295 students. A structural equation modeling revealed the significant impact of ambivalence on the characteristic dimensions of the strength of the attitude adopted. This research has managerial implications for companies whose product or brand is part of a highly competitive and ambivalent choice environment. ZAARAOUI-SABRI O. (2007), Le tabou en communication publicitaire : étude des réactions affectives cognitives et conatives du récepteur exposé à des stimuli tabous mortifères et sexuels.

Date: 2021-02-19
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Published in Revue management & avenir, 2021, 121, pp.15-34

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Persistent link: https://EconPapers.repec.org/RePEc:hal:journl:hal-04998054

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