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Besoin D’Etre Stimule ? Le Role De L’Association Symbolique Dans L’Evaluation De L’Environnement

Author

Listed:
  • Caroline Ardelet

    (CEROS - Centre d'Etudes et de Recherches sur les Organisations et la Stratégie - UPN - Université Paris Nanterre)

  • Gwenaelle Briand Decre
  • Alice Zoghaib

Abstract

Cet article pose les premières bases d'un modèle de marketing sensoriel qui articulerait les concepts d'évocation, d'inférence, et de niveau de stimulation des consommateurs. Nous faisons l'hypothèse que le consommateur doit être suffisamment stimulé pour que le processus d'inférence soit significatif. Pour tester cette hypothèse, nous avons étudié le rôle de l'éclairage, de la musique et de la senteur d'ambiance sur l'évaluation du caractère spacieux d'un parking. En manipulant le type de musique, d'odeur et d'éclairage diffusés, et en mesurant le niveau de stimulation des clients, nous observons un effet combiné de la nature des associations symboliques et du niveau de stimulation des consommateurs. Lorsque l'ambiance évoque fortement (faiblement) les grands espaces, le consommateur doit être faiblement (fortement) stimulé pour qu'il évalue le lieu comme très spacieux. Nous observons également que le niveau de stimulation n'a aucun effet sur l'évaluation du caractère spacieux lorsque l'ambiance n'évoque pas les grands espaces.

Suggested Citation

  • Caroline Ardelet & Gwenaelle Briand Decre & Alice Zoghaib, 2010. "Besoin D’Etre Stimule ? Le Role De L’Association Symbolique Dans L’Evaluation De L’Environnement," Post-Print hal-01737344, HAL.
    • Handle: RePEc:hal:journl:hal-01737344
    Note: View the original document on HAL open archive server: https://hal.parisnanterre.fr/hal-01737344
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    References listed on IDEAS

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