Media critics are generally said to be an integral part of the cinema industry, as they influence both the supply (distribution and communication strategies) and demand (consumer's decision process) sides of the market (Debenedetti, 2006). Which lessons can be drawn from past research about...

Prevailing research works on brand as a person metaphor highlights the existence of brand-sexual associations. However, the impact of such attributions on brand categorization did not receive any attention. This paper is an attempt to explore the importance of brand-sex on consumer’s brand...

Death is the unescapable event that most of individuals want to hide motivated by a fundamental will to stay alive. Because it can be source of mystery, fascination and anxiety, this topic has been of specific interest in psychology thanks to the Terror Management Theory (TMT). This theory...

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...

Nous explorerons ici les motivations des consommateurs à utiliser Internet pour donner des objets encore utilisables mais dont ils n’ont plus l’utilité. Deux focus groups ainsi que dix-sept entretiens semi directifs ont permis de comprendre que les consommateurs utilisent Internet pour...