Du soi au groupe : naissance du concept du nous et exploration d’une échelle de mesure du nous idéal

This article introduces a new concept in the marketing literature, the "we concept" which is based on Kaës's works in psychoanalysis and on psychological research on social identity. It is defined as the global image that an individual attributes to his reference group. The two empirical studies presented explore one of the three facets of the "we concept", the "ideal we concept" defined as the ideal image that an individual attributes to its main group taken as a whole (in this research, the family). A four dimensional structure is proposed and validated in two cultures. The limits of the study are presented in the conclusion, along with several suggestions for further research and marketing applications.