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L'influence de la promotion des ventes sur le consommateur : Un essai de conceptualisation

Author

Listed:
  • L. Froloff-Brouche

    (ESA - Ecole Supérieure des Affaires - UPMF - Université Pierre Mendès France - Grenoble 2)

Abstract

L'objectif de cet article est de mieux comprendre comment la promotion influence le consommateur, d'un point de vue théorique. Son fil directeur est le concept de sensibilité à la promotion. Une clarification et une définition de ce concept est donnée, à partir de la littérature d'une part et d'une analyse sémantique d'autre part. Une étude des variations intra- et inter-individuelles en matière de sensibilité à la promotion conduit à un modèle théorique général.

Suggested Citation

  • L. Froloff-Brouche, 1994. "L'influence de la promotion des ventes sur le consommateur : Un essai de conceptualisation," Post-Print hal-02016406, HAL.
    • Handle: RePEc:hal:journl:hal-02016406
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