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Les acheteurs impulsifs : Proposition d'une typologie

Author

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  • Magali Giraud

    (IAE - Institut d'Administration des Entreprises - Toulouse)

Abstract

L'acheteur impulsif a longtemps été considéré comme un consommateur irrationnel répondant de manière incontrôlée et irréfléchie aux tentations d'achat qui s'offrent à lui en magasin. Cet article tend à montrer que le mode d'achat impulsif n'est pas toujours irrationnel et qu'il existe une forme d'impulsivité fonctionnelle dans l'achat qui explique que les achats faits sur une impulsion puissent se révéler des choix de qualité et même parfois des choix optimums pour le consommateur. L'objectif de cet article est de proposer une typologie des acheteurs de 20 à 30 ans en fonction de la nature de leur impulsivité dans l'achat.

Suggested Citation

  • Magali Giraud, 2001. "Les acheteurs impulsifs : Proposition d'une typologie," Post-Print halshs-02920091, HAL.
    • Handle: RePEc:hal:journl:halshs-02920091
    DOI: 10.7193/DM.024.17.24
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