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Pour une meilleure utilisation du traitement de faveur: une approche individuelle

Author

Listed:
  • Raphaëlle Butori

    (ESSEC Business School)

Abstract

Bien que de plus en plus utilisé par les entreprises, le traitement de faveur est un outil délicat à manier car il peut tout aussi bien enchanter les consommateurs que les gêner. Pour l'utiliser de façon efficace, il est donc nécessaire d'En adopter une approche individuelle. Une étude qualitative et six études quantitatives (Ntotal = 1304) ont permis de définir le concept de tendance à rechercher un traitement de faveur, d'en identifier les dimensions sous-jacentes: la recherche de distinction, la recherche de jeu et la recherche d'utilité, de construire une échelle de mesure du construit, et d'établir la validité et la fiabilité de cette échelle.

Suggested Citation

  • Raphaëlle Butori, 2010. "Pour une meilleure utilisation du traitement de faveur: une approche individuelle," Post-Print hal-02055241, HAL.
    • Handle: RePEc:hal:journl:hal-02055241
    DOI: 10.1177/076737011002500102
    as

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    Cited by:

    1. Valérie Guillard & Eva Delacroix, 2012. ""J'espère que ce commerçant ne me parlera pas !" : l'effet de l'anxiété sociale et du degré d'intimité de la conversation sur l'intention de revenir dans le point de vente," Post-Print hal-01630516, HAL.
    2. Sophie Rieunier & Géraldine Michel, 2013. "Le marketing de la collecte de legs: de la légitimité à proposer l'immortalité à la gestion relationnelle," Post-Print hal-02050138, HAL.

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