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Le rôle de la culpabilité ressentie dans le consentement à payer : application aux achats pour l'enfant et à l'achat de produits alimentaires bio

Abstract : Guilt in marketing is a concept which is mostly analysed by anglo-saxon researchers. French research on this topic is limited. This concept has always been analysed as a persuasion tool or after a purchase. The guilt that could explain a consumer’s purchase doesn’t seem to have been analysed much. The purpose of this thesis deals with the following topic : the role of guilt in the consumer behaviour. We have particulary wondered whether guilt stimulation could increase the willingness to pay.
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Submitted on : Thursday, October 11, 2012 - 5:39:13 PM
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Bénédicte De Peyrelongue. Le rôle de la culpabilité ressentie dans le consentement à payer : application aux achats pour l'enfant et à l'achat de produits alimentaires bio. Gestion et management. Université de Bourgogne, 2011. Français. ⟨NNT : 2011DIJOE014⟩. ⟨tel-00737878⟩

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