Illustré de cas d'étude, ce document expose les principaux concepts permettant de décrire et comprendre le comportement des consommateurs, afin de prendre les meilleures décisions marketing.

This research focuses on "second generation" young female adults' cosmetics consumption, and explores their specific ethnicity. The results of an ethnographic study and phenomenological interviews are developed. While mothers distinguish between two worlds (here and there), second generation...

Pour optimiser les prises de décision marketing, comprendre les comportements de consommation est un préalable essentiel. L'étude du consommateur met à contribution de nombreuses disciplines (économie, psychologie, anthropologie. ) pour en extraire des méthodes d'analyse, des théories et...

La société de consommation est marquée par l’hyperchoix. Désormais, le problème du consommateur est de trouver le produit, parmi une foultitude, correspondant à ses besoins. Quels que soient les secteurs, le nombre de produits disponibles progresse, plaçant le consommateur dans une...

A multi-mechanism sales promotion includes in the same communication several promotion techniques offered either by the retailer or the producer. Framing theory suggests that increasing the number of techniques could increase the perceived value for consumers. A between-subjects experimentation...

A multi-mechanism promotion includes in the same communication several promotional techniques. The relative efficiency of this kind of promotion on consumers' choices depends upon two antagonist effects. On the one hand, prospect theory predicts a positive direct influence of multiple mechanisms...

Viral campaigns widely use online promotional games. Although antecedents of the extrinsic value of participation are discussed in the literature, few studies have focused on the intrinsic value of playing a promotional game. This study examines two dimensions of online game control: the amount...

This case explores the aggregate influence of corporate marketing practices on public health and examines the increasingly important issue of the role of targeted marketing strategies by the food and beverage industries in the obesity epidemic. Specifically, it engages a discussion about a...