This dissertation falls within the scope of social marketing. The aim is to analyze the effects of guilt induction in fundraising campaigns. After a literature review on charitable giving and guilt in marketing, psychology and social sciences, we focus on guilt triggering, on stimulus intensity...

This dissertation deals with the use language in advertising. After a state of the art of marketing applications of linguistics, we focus on syntax and more precisely word order. We study the order of two coordinated words and examine a principle of organization coined by Claude Hagège, the...

The literature on how consumer reacts to music exposure at the point of sales, in adverts, over the phone and on the Internet is rich. However there is a little convergence in the results. We propose a new conceptual framework based on the concept of synesthesia and specifically study the...

Dans cette thèse, nous nous sommes intéressée aux objets a) encore utilisables, b) dont les consommateurs n’ont plus l’utilité et c) qui ne valent pas la peine d’être vendus. Les consommateurs sont amenés à garder ce type d’objets car, pour certains d’entre eux, ils ont des...

Literature on methodology reveals a serious problem related to the use of semantic differential scales to measure individuals’ global evaluations. Two types of evaluations are incorporated—in an artificial and unsuitable way—into these bipolar continuums that contain two opposing...