Et si les prix n'étaient pas toujours des chiffres dans la tête du consommateur ? L'apport de la ligne numérique mentale

Yohan Bernard ()
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Yohan Bernard: LEG - Laboratoire d'Economie et de Gestion - UB - Université de Bourgogne - CNRS - Centre National de la Recherche Scientifique

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Abstract: And if prices were not always numerals in the consumer's head ? The role of the mental number line The article emphasizes the importance of a form of price memorization by consumers : semantic (or relative) knowledge. Based on the notion of mental number line, a unified conceptual frame is proposed in order to account for this kind of knowledge. The resulting innovative approach helps to understand multiple concepts relative to prices, such as price-images and internal reference prices. Through an experiment, tools for measuring semantic knowledge relating to prices were tested and a first validation of the proposed conceptual model was provided. Several marketing implications of these findings are finally drawn.

Keywords: coding; internal price reference; memorization; mental number line; price; encodage; ligne numérique mentale; mémorisation; prix; prix de référence interne (search for similar items in EconPapers)
Date: 2013-09
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Published in La Revue des Sciences de Gestion, 2013, 261-262 (3), pp.27-38. ⟨10.3917/rsg.261.0027⟩

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Persistent link: https://EconPapers.repec.org/RePEc:hal:journl:halshs-01288235

DOI: 10.3917/rsg.261.0027

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