The need for information in purchase situation and the information behavior in front of the shelf : use and effects of electronic interactive communication media

The classic approach of buying behavior supposes that the consumption value derives from the evaluation of the technical, functionnal and symbolic features of the product. But, most of recents works use an experiential approach, for which the anticiped situation of consumption or use and the self concept are the essential elements of the consumption value. This thesis, devoted to information behavior in buying situation, attemps to conciliate these two paradigms until here opposite. The first part of this search investigates the concept of need for information. Its results, according to us, the activation ot two schemes, the first concerning the product acquisition, the second relative to t…

Recherche d'information sur Internet et expérience de consultation

International audience; Le propos de cet article est de caractériser, sur un plan théorique, la nature de l'expérience vécue par le consommateur lors de la consultation d'Internet, de façon à trouver le meilleur design d'un site commercial. Il compare l'expérience de consultation vécue selon que l'objectif initial poursuivi par l'utilisateur est la distraction ou la recherche d'information. Il examine les sources de gratifications et de frustrations contribuant à la valorisation de cette expérience.

L'Inférence du Goût : une Piste de Différenciation Stratégique pour les Enseignes de la Distribution Alimentaire

Résistance du consommateur : vers une clarification des concepts.

The purpose of this paper is to clarify what is consumer resistance, following a microindividual approach. For this, it uses the linguistic to extract from a set of definitions specific to every disciplinary field the elements of sense that must be the ingredients of a definition relevant to the field of experimental research in consumer behaviour.

Some effects of color incongruity in a visual Ad

32; While the effects of an ad's colour on attitudes towards it have already been investigated, far less work has been done on the influence of incongruous colours. This paper examines the effects of an ad using an incongruous colour on several variables of the advertising persuasion process. Analyses of variance have been conducted for an experimental study involving 407 respondents. The results show that a colour that is incongruous with the ad or with the product advertised affects the elements of surprise, perceived provocation, attitudes towards the ad and the positive beliefs about it.