La satisfaction du consommateur revisitée, à la lumière des types psychologiques de Carl Gustav Jung

Catherine Heitmann-Ménager
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Catherine Heitmann-Ménager: CREM - Centre de recherche en économie et management - UNICAEN - Université de Caen Normandie - NU - Normandie Université - UR - Université de Rennes - CNRS - Centre National de la Recherche Scientifique

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Abstract: The focus of this research is to investigate these main questions : is satisfaction cognitively driven and/or affectively driven ? Can individual differences explain some apories in satisfaction research? Jung's psychological types (1921), operationalized through the Myers-Briggs Type Indicator (1962) are especially relevant because of the differences made between "thinking" types and "feeling" types in an evaluation process. The analysis of 48 consumers' life stories about their cars (16 psychological types x 3 narrators), from the first one they owned to the actual one, suggests four types mode when consumers realize an introspection about their evaluation process. To our knowledge, the MBTI has never been used by academians in consumer satisfaction research. Neither has the link been made between personality types and the satisfaction process

Keywords: Consumer Satisfaction; Relationship; Jungian psychological types; Life stories; Satisfaction du consommateur; Relation; Types psychologiques jungiens; Myers-Briggs Type Indicator; Récits de vie (search for similar items in EconPapers)
Date: 2005-11-08
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Published in 10e Journées de Recherche en Marketing de Bourgogne, Nov 2005, Bourgogne, France. pp.21

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Persistent link: https://EconPapers.repec.org/RePEc:hal:journl:halshs-00010394

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