Cet article a pour objectif d’explorer deux stratégies pouvant répondre au problème d’arrivée à maturité du «marché» de la collecte de fonds dans le secteur associatif : rajeunir la cible visée et changer d’outil marketing. Après une revue de littérature, il présente les...

Cet article a pour objectif d'explorer deux stratégies pouvant répondre au problème d'arrivée à maturité du « marché » de la collecte de fonds dans le secteur associatif : rajeunir la cible visée et changer d'outil marketing. Après une revue de littérature, il présente les...

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...

Guilt is a common emotion used by charities in their fundraising mailings. But is it effective to trigger guilt at the receiver in order to support a cause? This communication aims to identify what are the emotionnal, cognitive and behavioral responses of the receivers of guilt messages. To this...

This research deals with the impact of tobacco warnings modification on smokers. A state of the art on the subject is first presented, then research hypothesis are proposed. Second, eight focus groups are implemented on 48 French smokers. Results showed that French past warnings should had been...

The objective of this research is to study the reactions of consumers when faced with a hyperchoice situation. Two experiments were carried out, varying the number of products displayed in a jewelry department. The results show that increasing the number of products has a positive effect on the...

The objective of this research is to study the reactions of consumers when faced with a hyperchoice situation. Two experiments were carried out, varying the number of products displayed in a jewelry department. The results show that increasing the number of products has a positive effect on the...

The authors examine the main consumption trends that are considered to be relevant to the retail industry, when differenciation becomes the main strategic objective. This research aims at helping the retailers to understand the major trends and to evaluate the opportunity of responding to them...

Comment faire connaître une association, qu'elle soit petite, moyenne ou grande ? Comment motiver les bénévoles ? Comment collecter des fonds auprès des particuliers ? Comment établir des partenariats avec les entreprises ? Comment mener des campagnes de communication efficaces ? Qu'a...

Cette recherche a pour objectif de tester l'impact, sur des fumeurs, des avertissements sanitaires apposés sur les paquets de cigarettes (avec textes ou images). A l'issue de la synthèqse de recherches menées sur ce sujet, des propositions de recherche sont dégagées. Ensuite hit entretiens...