This article illustrates the use of researcher introspection prior to undertaking a sensitive research project. We first describe the research design. The contributions of introspection in relation to the concept of ethnicity are then clarified: (1) the feeling of belonging to an ethnic group...

The “We concept” is proposed as a psychographic segmentation variable for products requiring a family-based purchase decision . This research describes the relation of expression of the “We concept” facets with the preferred car image. A scale of the preferred car image (pleasure,...

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...