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Le tempérament du consommateur et son comportement

Author

Listed:
  • S. Capelli

    (ILL - Institut Laue-Langevin)

Abstract

Dans le domaine de la psychologie, les notions de personnalité et de tempérament ont pendant longtemps été abordées séparément. Les applications de ces théories en marketing portaient essentiellement sur l'impact de la personnalité, considérant le tempérament comme une composante de la personnalité ou le négligeant totalement. Pourtant, l'essor de la *** théorie régulatrice du tempérament *** proposée par Strelau, chercheur polonais en psychologie, montre que le tempérament peut avoir un rôle en matière de comportement indépendamment de la personnalité. C'est pourquoi cet article tente de synthétiser l'évolution des théories du tempérament et explore les applications en marketing de la théorie régulatrice du tempérament, notamment pour le domaine du comportement du consommateur.

Suggested Citation

  • S. Capelli, 2002. "Le tempérament du consommateur et son comportement," Post-Print hal-02020600, HAL.
    • Handle: RePEc:hal:journl:hal-02020600
    DOI: 10.1177/076737010201700203
    as

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