De la théâtralisation du point de vente à la dramatisation du lieu de vie: une analyse métaphorique de l'expérience de consommation de produits d'entretien

Frédéric Basso, Philippe Robert-Demontrond () and Olivier Oullier
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Frédéric Basso: 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
Philippe Robert-Demontrond: 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
Olivier Oullier: NIA - Neurobiologie intégrative et adaptative - Université de Provence - Aix-Marseille 1 - CNRS - Centre National de la Recherche Scientifique

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Abstract: The qualitative analysis of household cleaners or personal care-related phone calls made to the Marseille AntiPoison Centre, reveal that accidental ingestion of these products –and, by extension, unintentional self-poisoning – result more from packaging and marketing strategies rather than from human errors per se. For instance, the aesthetization of domestic products in order to differentiate on the market relies on a metaphor of the kind: HOUSEHOLD CLEANERS ARE FOOD. Such a metaphor leads to a re-categorization in the mind of the consumers. Here, in a conceptual metaphor's view, we suggest that consumers' decision to drink is not intrinsically wrong since household cleaners and personal care products are designed and presented as fake beverages by manufacturers.

Keywords: Comportement des consommateurs; produits d'hygiène; esthétisation; métaphore conceptuelle (search for similar items in EconPapers)
Date: 2009-11
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Published in 14° Journées de Recherche en Marketing de Bourgogne, Nov 2009, Dijon, France. 20 p

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Persistent link: https://EconPapers.repec.org/RePEc:hal:journl:halshs-00461767

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