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La voix des consommateurs : affirmation, impuissance ou ambivalence ?

Author

Listed:
  • Oliviane Brodin

    (RIME-Lab - Recherche Interdisciplinaire en Management et Économie Lab - ULR 7396 - UA - Université d'Artois - Université de Lille)

  • Joël Müller

    (UA - Université d'Artois)

Abstract

Cet ouvrage expose des résultats de recherche sur des sujets d'actualité importants en marketing. Il dévoile la richesse des pratiques expressives des consommateurs qui sont souvent tenues pour un mode d'expression de soi qui serait en lien avec leur émancipation. Cet ouvrage présente un regard différent, qui a été peu étudié en marketing. L'expression de soi par la consommation y est présentée comme un moyen de manifester des tensions de l'identité et plus encore, sa fluidité. La richesse des modes d'expression des consommateurs remet souvent en cause l'émancipation et le bien-être supposés issus des expériences de consommation et des relations avec les marques. Ces études réunies s'adressent à la fois aux enseignants en marketing et comportement du consommateur et aux étudiants.

Suggested Citation

  • Oliviane Brodin & Joël Müller, 2021. "La voix des consommateurs : affirmation, impuissance ou ambivalence ?," Post-Print hal-03348861, HAL.
    • Handle: RePEc:hal:journl:hal-03348861
    as

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