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Point de référence et aversion aux pertes : quel intérêt pour les gestionnaires?

Author

Listed:
  • Corina Paraschiv

    (GREGH - Groupement de Recherche et d'Etudes en Gestion à HEC - HEC Paris - Ecole des Hautes Etudes Commerciales - CNRS - Centre National de la Recherche Scientifique)

  • Olivier L'Haridon

    (GREGH - Groupement de Recherche et d'Etudes en Gestion à HEC - HEC Paris - Ecole des Hautes Etudes Commerciales - CNRS - Centre National de la Recherche Scientifique)

Abstract

Les notions de point de référence et d'aversion aux pertes sont deux éléments essentiels de la prospect theory, qui constitue à ce jour la théorie la plus reconnue concernant la représentation de la prise de décision individuelle dans le risque. L'objectif de cet article est de montrer comment ces notions peuvent être utilisées par les gestionnaires pour améliorer leur compréhension du comportement des managers et des consommateurs. Trois contextes de décision sont étudiés à savoir les marchés financiers, les échanges commerciaux et la politique de fixation du prix. Dans chaque contexte, des pistes de réflexion pour la recherche future sont proposées.

Suggested Citation

  • Corina Paraschiv & Olivier L'Haridon, 2008. "Point de référence et aversion aux pertes : quel intérêt pour les gestionnaires?," Working Papers hal-00587577, HAL.
    • Handle: RePEc:hal:wpaper:hal-00587577
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    Keywords

    Marketing; Prospect theory; Point de référence; Aversion aux pertes; Comportement du consommateur; Finance comportementale; Marketing.;
    All these keywords.

    JEL classification:

    • D81 - Microeconomics - - Information, Knowledge, and Uncertainty - - - Criteria for Decision-Making under Risk and Uncertainty

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