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La propension à résister du consommateur : contribution à l'étude d'une disposition à s'opposer aux tentatives d'influence marchande

Author

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  • Annie Banikema

    (LITEM - Laboratoire en Innovation, Technologies, Economie et Management (EA 7363) - EESC-GEM Grenoble Ecole de Management - UEVE - Université d'Évry-Val-d'Essonne - TEM - Télécom Ecole de Management)

  • Dominique Roux

    (RITM - Réseaux Innovation Territoires et Mondialisation - UP11 - Université Paris-Sud - Paris 11)

Abstract

L'objectif de cet article est de proposer une approche dispositionnelle de la propension à résister du consommateur (PRC), capable de prédire des comportements critiques à l'égard du marché. Une revue de la littérature et une étude qualitative permettent de définir le construit et ses deux dimensions – l'Affirmation de soi et la Protection de soi. Une échelle de mesure est développée grâce à une série d'études auprès de quatre échantillons. Au terme de cette collecte de données auprès de 1 721 individus, un modèle final teste les liens entre les deux dimensions de la PRC, leurs antécédents psychologiques et leurs effets sur des comportements et orientations critiques au marché.

Suggested Citation

  • Annie Banikema & Dominique Roux, 2014. "La propension à résister du consommateur : contribution à l'étude d'une disposition à s'opposer aux tentatives d'influence marchande," Grenoble Ecole de Management (Post-Print) hal-02956891, HAL.
    • Handle: RePEc:hal:gemptp:hal-02956891
    DOI: 10.1177/0767370113517345
    Note: View the original document on HAL open archive server: https://hal.science/hal-02956891v1
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    References listed on IDEAS

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    1. Hajer Bachouche & Ouidade Sabri, 2019. "Empowerment in Marketing: Synthesis, Critical Review, and Agenda for Future Research," Working Papers 2019-001, Department of Research, Ipag Business School.

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