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Le fétichisme du produit : exploration du rôle de l'exécution publicitaire dans le développement d'un rapport magique au produit

Abstract : This research studies the concept of fetishism as a magical relationship to products in the context of contemporary consumption. Fetishism is conceptualized as a multi-dimensional construct underlining the attribution of an aura and magical powers to a product. This research explores the way consumers develop fetishist relationships to products through exposure to puffed ads. To do this, this research introduces a conceptualization and a scale of fetishism in the context of contemporary consumption by conducting a qualitative exploratory study as well as two scale development studies. We also carry out a survey to show how product fetishism stems from transformation expectations about the product. Finally, we conduct an experiment to demonstrate the way a magical puffed claim in an ad influences the emergence of transformation expectations for the consumer. The results show that magical puffed claims positively influence transformation expectations only if the advertised brand is unknown by the respondent. The results also suggest that a known brand rather provoke transformation expectations through factual claims.
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Ziyed Guelmami. Le fétichisme du produit : exploration du rôle de l'exécution publicitaire dans le développement d'un rapport magique au produit. Gestion et management. Université Paris sciences et lettres, 2017. Français. ⟨NNT : 2017PSLED064⟩. ⟨tel-01885339⟩

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