6533b862fe1ef96bd12c603b
RESEARCH PRODUCT
The role of guilt in the willingness to pay : application to purchase for the child and to purchase organic food products
Bénédicte De Peyrelonguesubject
Susceptibilité aux influences normativesCulpabilité ressentie[SHS.PSY]Humanities and Social Sciences/PsychologyGuilt tendencyFelt guilt[SHS.PSY] Humanities and Social Sciences/Psychology[ SHS.PSY ] Humanities and Social Sciences/PsychologyConsentement à payerSusceptibility in the normative influence[SHS.GESTION]Humanities and Social Sciences/Business administrationWillingness to payTendance à la culpabilité[SHS.GESTION] Humanities and Social Sciences/Business administration[ SHS.GESTION ] Humanities and Social Sciences/Business administrationdescription
Guilt in marketing is a concept which is mostly analysed by anglo-saxon researchers. French research on this topic is limited. This concept has always been analysed as a persuasion tool or after a purchase. The guilt that could explain a consumer’s purchase doesn’t seem to have been analysed much. The purpose of this thesis deals with the following topic : the role of guilt in the consumer behaviour. We have particulary wondered whether guilt stimulation could increase the willingness to pay.
| year | journal | country | edition | language |
|---|---|---|---|---|
| 2011-09-30 |