En marketing, les définitions des construits font souvent
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un état éphémère, un trait durable, ou une
combinaison des deux. Toutefois, les chercheurs ne vérifient pas toujours
l'hypothèse temporelle retenue. Différentes méthodes
permettent de procéder à cette vérification, mais leur mise
en œuvre est parfois délicate. Le but poursuivi dans cet article
est de clarifier ces techniques et leur utilisation. Un modèle
décomposant la variance des construits en composantes temporelles
(stable, évolutive et situationnelle) est proposé. Ce
modèle est ensuite utilisé dans deux cas d'école
différents. Nous montrons comment tester la validité temporelle de
deux construits marketing, l'un vu comme un trait, l'autre comme
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