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Enrichissements De La Conceptualisation Du Risque Social En Marketing Et Construction D'Une Echelle De Mesure

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

Défini de façon un peu rapide comme la crainte d'être mal jugé par son entourage suite à la consommation d'un produit ou d'une marque, le risque social est traditionnellement envisagé comme une dimension du risque. Les auteurs en marketing l'analysent d'ailleurs systématiquement dans le cadre de sa relation au risque global. Or, à la différence des autres dimensions du risque, le risque social présente la particularité importante d'analyser la façon dont la possession d'un produit modifie le rapport au groupe du consommateur. Dès lors, il devient intéressant d'analyser le risque social comme un concept à part entière. Cet article détaille notamment les situations risquées et analyse les différentes formes du risque social. Par ailleurs, un cadre conceptuel envisageant des antécédents et des modérateurs éventuels est proposé. Enfin, les premières étapes du développement d'une échelle de mesure prenant en compte ces apports théoriques, sont présentées.

Suggested Citation

  • Laurent Bertrandias & Paul-Emmanuel Pichon, 2004. "Enrichissements De La Conceptualisation Du Risque Social En Marketing Et Construction D'Une Echelle De Mesure," Post-Print hal-04097759, HAL.
    • Handle: RePEc:hal:journl:hal-04097759
    Note: View the original document on HAL open archive server: https://univ-tlse2.hal.science/hal-04097759
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    References listed on IDEAS

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