Search results for "marketing sensoriel"
showing 3 items of 3 documents
Le processus de choix alimentaire et ses déterminants : vers une prise en compte des caractéristiques psychologiques du consommateur
2006
This thesis aims to explore new research opportunities in the food field, proposing to explicitly include psychological factors as potential determinants of food choice process. It notes the consequences of the central role of pleasure in the mechanisms of ingestion, and the specific role of taste: the highly emotional nature of food consumption leads then to retain experiential approach and more specifically sensory marketing as a framework. The issue of research aims to investigate how sensory stimuli and the information associated with the product combine to influence, in a differentiated manner depending on the individual, consumption behavior.Methodologically, the research combines con…
Quand les institutions culturelles s´ouvrent au marketing sensoriel ... et s´en défendent : enjeux et paradoxes.
2007
: Stimulate the audience sensoriality seems to be a new spearhead for a lot of cultural institutions. In this way, it is important to understand how the stimulation of the five senses of the audience could be interesting for managers in the cultural field. We wish, within this article, to improve this analysis. Accordingly, we will try, in a first part, to define this "sensory" trend of consumption and to clarify its stakes in comparison with the work completed in other marketing's fields. In a second part, we will appreciate the consequences of this tendency in terms of managerial practices for the professionals of the cultural sector. In a third and last part, we will present the principa…
Quand les institutions culturelles s'ouvrent au marketing sensoriel... et s'en défendent : enjeux et paradoxes
2007
Stimulate the audience sensoriality seems to be a new spearhead for a lot of cultural institutions. In this way, it is important to understand how the stimulation of the five senses of the audience could be interesting for managers in the cultural field. We wish, within this article, to improve this analysis. Accordingly, we will try, in a first part, to define this "sensory" trend of consumption and to clarify its stakes in comparison with the work completed in other marketing's fields. In a second part, we will appreciate the consequences of this tendency in terms of managerial practices for the professionals of the cultural sector. In a third and last part, we will present the principal …