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Quelques Pistes De Reflexion Pour Une Meilleure Prise En Compte Du Risque Social Dans Les Politiques Marketing

Author

Listed:
  • Laurent Bertrandias

    (TBS - Toulouse Business School)

  • Paul-Emmanuel Pichon

    (CERTOP - Centre d'Etude et de Recherche Travail Organisation Pouvoir - UT2J - Université Toulouse - Jean Jaurès - UT - Université de Toulouse - UT3 - Université Toulouse III - Paul Sabatier - UT - Université de Toulouse - CNRS - Centre National de la Recherche Scientifique)

Abstract

This article aims at exploring a dimension of the risk concept that have been scarcely studied in marketing research : the social risk. This dimension has the particularity to focus more on the relationship between the consumer and his circle of acquaintances than on the consumer product link. In this work, we describe the nature of social risk trought risky situations analysis. Beside, specific antecedents, moderators, and consequences of social risk perception will be analysed.

Suggested Citation

  • Laurent Bertrandias & Paul-Emmanuel Pichon, 2003. "Quelques Pistes De Reflexion Pour Une Meilleure Prise En Compte Du Risque Social Dans Les Politiques Marketing," Post-Print hal-04086920, HAL.
    • Handle: RePEc:hal:journl:hal-04086920
    Note: View the original document on HAL open archive server: https://univ-tlse2.hal.science/hal-04086920
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    References listed on IDEAS

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