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Présentation et applications des mesures implicites de restitution mémorielle en marketing

Author

Listed:
  • Olivier Trendel

    (CERAG - Centre d'études et de recherches appliquées à la gestion - UPMF - Université Pierre Mendès France - Grenoble 2 - CNRS - Centre National de la Recherche Scientifique)

  • Luk Warlop

    (UCL - Université Catholique de Louvain = Catholic University of Louvain)

Abstract

Une mesure implicite est une mesure utilisant un protocole de recueil de données non centré directement sur l'objet d'investigation. Les mesures implicites présentées dans ce papier concernent soit la restitution mémorielle d'un concept unique (i.e. la mémoire implicite), soit la restitution mémorielle d'associations (par exemple le Test d'Associations Implicites). Six domaines d'applications de ces mesures en marketing sont détaillés. Pour chaque domaine, les apports de ces mesures sont clairement identifiés. La validité de ces mesures est également abordée. La conclusion synthétise les différentes raisons d'utilisation des mesures implicites en marketing. Ces raisons concernent, d'une part, la réduction des erreurs de mesures et, d'autre part, l'étude de la cognition implicite (i.e. inconsciente).

Suggested Citation

  • Olivier Trendel & Luk Warlop, 2005. "Présentation et applications des mesures implicites de restitution mémorielle en marketing," Post-Print hal-02023616, HAL.
    • Handle: RePEc:hal:journl:hal-02023616
    DOI: 10.1177/076737010502000204
    as

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