Le rachat de la marque précédente par les consommateurs âgés : une synthèse des recherches en marketing,en psychologie sociale et cognitive,et en gérontologie
Restricted accessResearch articleFirst published online December, 2000
Le rachat de la marque précédente par les consommateurs âgés : une synthèse des recherches en marketing,en psychologie sociale et cognitive,et en gérontologie
Cet article contribue à pallier l'absence de recherches sur le rachat de la marque précédente par les consommateurs âgés. Deux courants de recherche sont synthétisés et mis en relation : celui sur les antécédents psychologiques de l'achat répété et de la fidélité à la marque en marketing, celui sur l'influence de l'âge sur ces antécédents en psychologie cognitive, en psychologie sociale et en gérontologie. Cette revue suggère que certains traits psychologiques des personnes âgées, tels que l'usage d'heuristiques et la prudence dans la décision, expliquent leur comportement de rachat.
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