Les superstitions du consommateur: définition, mesure et impact sur le comportement d'achat

Eva Delacroix () and Valérie Guillard ()
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Eva Delacroix: DRM - Dauphine Recherches en Management - Université Paris Dauphine-PSL - PSL - Université Paris Sciences et Lettres - CNRS - Centre National de la Recherche Scientifique
Valérie Guillard: DRM - Dauphine Recherches en Management - Université Paris Dauphine-PSL - PSL - Université Paris Sciences et Lettres - CNRS - Centre National de la Recherche Scientifique, UMR IATE - Ingénierie des Agro-polymères et Technologies Émergentes - Cirad - Centre de Coopération Internationale en Recherche Agronomique pour le Développement - INRA - Institut National de la Recherche Agronomique - UM2 - Université Montpellier 2 - Sciences et Techniques - Montpellier SupAgro - Centre international d'études supérieures en sciences agronomiques - UM - Université de Montpellier - Montpellier SupAgro - Institut national d’études supérieures agronomiques de Montpellier

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Abstract: This article documents the development and validation of a multidimensional superstition scale (MSS). Superstition is conceptualized as a three dimension personality trait: belief in culturally shared superstitions, superstitious pessimism and magical thinking rituals. We carried out three exploratory studies and three quantitative data collections (n=889) in order to propose a reliable and valid scale whose effects on several consumption contexts have been demonstrated.

Keywords: magical thinking; measurement scale; consumer behavior; superstition; pensée magique; pessimisme superstitieux; échelle de mesure; comportement du consommateur (search for similar items in EconPapers)
Date: 2009-05-14
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Published in 25ème congrès de l'AFM (Association Française de Marketing). Londres, Royaume-Uni. 2009, May 2009, Londres, Royaume-Uni. pp.1

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Persistent link: https://EconPapers.repec.org/RePEc:hal:journl:halshs-00676356

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