Cet article s'articule le long de trois thèmes progressant de la nécessité d'étudier en marketing les réactions affectives jusqu'à une mise en évidence des spécificités de leurs mesures.
Dans un premier temps, la présence de la composante affective dans la très grande majorité des comportements de consommation est soulignée. Dans un deuxième paragraphe plus conceptuel, les auteurs insistent sur l'intérêt de préciser et de caractériser les réactions affectives et proposent une typologie organisée dans une optique marketing. Le troisième et dernier point fait apparaître la nécessité d'une approche multi-méthode pour mesurer les différentes dimensions des réactions affectives. En guise de conclusion, les auteurs recommandent et justifient de débuter par l'étude de la surprise.
Get full access to this article
View all access options for this article.
References
1.
AjzenI.FishbeinM. (1980), Understanding Attitude and Predicting Social Behavior, Englewood Cliffs, NJ, Prentice Hall
2.
ArnoldM. B. (1960), Emotion and Personality, New York, Columbia University Press
3.
BagozziR. P. (1978), The Construct Validity of the Affective, Behavioral and Cognitive Components of Attitudes by the Analysis of Covariance Structures, Multivariate Behavioral Research, 13, p. 9–31
4.
BagozziR. P. (1979), The Construct Validity of the Tripartite Classification of Attitudes, Journal of Marketing Research, 16, p. 88–95
5.
BatraR. (1986), Affective Advertising: Role, Processes and Measurement, in The Role of Affect in Consumer Behavior, PetersonR. A.HoyerW. D.WilsonW. R., (eds), Lexington, MA, D. C. Heath & Company, p. 53–85
6.
BatraR.RayM. L. (1986), Affective Responses Mediating Acceptance of Advertising, Journal of Consumer Research, 13, 234–249
7.
BettmannJ. R. (1979), An Information Processing Theory of Consumer Choice, Reading, Mass., Addison-Wesley
8.
BrennerC. (1980), A Psychoanalytic Theory of Affects, in Emotion: Theory, Research and Experience, vol. I, PlutchikR.KellermanH. (eds), New York, Academic, p. 341–348
9.
BuckR. (1984), The Communication of Emotion, New York, The Guilford Press
10.
CacioppoJ. T. (1986), Properties of Affect and Affect-laden Information Processing as Viewed through the Facial Response System, in The Role of Affect in Consumer Behavior, PetersonR. A.HoyerW. D.WilsonW. R. (eds), Lexington, D. C. Heath & Company, p. 87–118
11.
ChurchillG. A. (1979), A Paradigm for Developing Better Measures of Marketing Constructs, Journal of Marketing Research, 14, p. 64–73
12.
DerbaixC. (1987), Le comportement de l'acheteur. Voies d'études pour les années à venir, Recherche et Applications en Marketing, vol. II, no 2, p. 81–92
13.
De RiveraJ. (1977), A Structural Theory of the Emotions, New York, International Universities Press
14.
EdellJ. A.BurkeM. C. (1987), The Power of Feelings in Understanding Advertising Effects, Journal of Consumer Research, 14, p. 421–433
15.
EkmanP. (1973), Cross-Cultural Studies of Facial Expression, in Darwin and Facial Expressions, EkmanP. (ed.), New York, Academic, p. 169–222
16.
EkmanP.FriesenW. V. (1978), Facial Coding Action System (FACS): A Technique for the Measurement of Facial Actions, Palo Alto, Calif., Consulting Psychologists Press
17.
EmdeR. N. (1980), Levels of Meaning for Infant Emotions: A Biosocial View, in Development of Cognition, Affect, and Social Relations: The Minnesota Symposium of Child Psychology, vol. 13, CollinsW. A. (ed.), Hillsdale NJ, Erlbaum, p. 1–37
18.
FehrB.RussellJ. A. (1984), Concept of Emotion Viewed from a Prototype Perspective, Journal of Experimental Psychology: General, 13, p. 464–468
19.
FishbeinM.AjzenI. (1975), Belief Attitude, Intention, and Behavior. An Introduction to Theory and Research, Reading, Mass., Addison-Wesley
20.
FrommeD. K.O'BrienC. S. (1982), A Dimensional Approach to the Circular Ordering of Emotions, Motivation and Emotion, 6, p. 337–363
21.
GardnerM. P. (1985), Mood States and Consumer Behavior: A Critical Review, Journal of Consumer Research, 12, p. 281–300
22.
GardnerM. P.RookD. (1988), Effects of Impulse Purchases on Consumers' Affective States, Advances in Consumer Research, vol. XV, p. 127–130
23.
GoldbergM.GornG. (1987), Happy and Sad TV Programs: How they Affect Reactions to Commercials, Journal of Consumer Research, 14, p. 387–403
24.
GornG. (1982), The Effect of Music in Advertising on Choice Behavior: A Classical Conditioning Approach, Journal of Marketing, 46, p. 94–101
25.
HavlenaW. J.HolbrookM. B. (1986), The Varieties of Consumption Experience: Comparing Two Typologies of Emotion in Consumer Behavior, Journal of Consumer Research, 13, p. 394–404
26.
HessE. H. (1965), Attitude and Pupil Size, The Scientific American, vol. 112, no 4, p. 46–54
27.
HolbrookM. B. (1986), Emotion in the Consumption Experience: Toward a New Model of Human Consumer, in The Role of Affect in Consumer Behavior, PetersonR. A.HoyerW. D.WilsonW. R., (eds), Lexington, MA, D. C. Heath & Company, p. 17–52
28.
HolbrookM. B.HirschmanE. C. (1982), The Experiential Aspects of Consumption: Consumer Fantasies, Feelings, and Fun, Journal of Consumer Research, 9, p. 132–140
29.
HovlandC.LumsdaineA.SheffieldF. D. (1949), Experiments on Mass Communication, Princeton University Press
30.
IzardC. E. (1977), Human Emotions, New York, Plenum Press
31.
IzardG. E. (1979), Emotions in Personality and Psychopathology, New York, Plenum Press
32.
KassarjianH. H. (1982), Consumer Psychology, Annual Review of Psychology, 33, p. 619–649
33.
KatzE. (1968), On reopening the question of selectivity in exposure to mass communications, in Theories of Cognitive Consistency: A Source Book, AbelsonR. P. (eds), Chicago, IL, Rand McNally
34.
KemperT. D. (1987), How Many Emotions are There? Wedding the Social and the Autonomic Components, American Journal of Sociology, 93, 2, p. 263–289
35.
Kroeber-RielW. (1979), Activation Research: Psychobiological Approaches in Consumer Research, Journal of Consumer Research, 5, p. 240–250
36.
LaurentG.KapfererJ. N. (1986), Les profils d'implication, Recherche et Applications en Marketing, 1, p. 41–57
37.
McGuireW. J. (1974), An Information-Processing Approach to Advertising Effectiveness, in The Behavioral and Management Sciences in Marketing, DavisH.SilkA. (eds), New York, Ronald Press
38.
MandlerG. (1975), Mind and Emotion, New York, Wiley
39.
MehrabianA.RussellJ. (1974), An Approach to Environmental Psychology, Cambridge, Mass, MIT Press
40.
NowlisV. (1965), Research with the Mood Adjective Check List, in Affect, Cognition and Personality: Empirical Studies, TomkinsS.IzardC. (eds), New York, Springer Verlag, p. 352–389
41.
NowlisV. (1970), Mood: Behavior and Experience, in Feelings and Emotions, ArnoldM. (ed.), New York, Academic Press, p. 261–277
42.
OhmanA. (1979), The Orienting Response Attention, and Learning: An Information-Processing Perspective in KimmelH. D. (ed.), The Orienting Reflex in Humans, Hillsdale NJ, Lawrence Erlbaum
43.
OlshavskyR. W.GranboisD. H. (1979), Consumer Decision Making: Fact of Fiction?, Journal of Consumer Research, 6, p. 93–100
44.
PietersR. G. M.Van RaaijW. F. (1988), Functions and Management of Affect: Applications to Economic Behavior, Journal of Economic Psychology, 9, p. 251–282
45.
PlutchikR. (1980), Emotion: A Psychoevolutionary Synthesis, New York, Harper & Row
46.
PradinesM. (1958), Traité de Psychologie, 6e éd., vol. 1, PUF
47.
PrideauxE. (1920), The Psychogalvanic reflex: A review, Brain, 43, p. 50–73
48.
RayM. L.BatraR. (1983), Emotion and Persuasion in Advertising: What We Know and Don't Know About Affect, in Advances in Consumer Research, vol. X, BagozziR. P.TyboutA. M. (eds), Ann Arbor, Mich., Association for Consumer Research, p. 543–548
49.
ResnikA.SternB. L. (1977), An Analysis of Information Content in Television Advertising, Journal of Marketing, 41, p. 50–53
50.
RosenbergM. J. (1956), Cognitive Structure and Attitudinal Effect, Journal of Abnormal and Social Psychology, 53, p. 367–372
51.
RussellJ. A. (1979), Affective Space is Bipolar, Journal of Personality and Social Psychology, 37, p. 345–356
52.
SimonH. A. (1982), Affect and Cognition: Comments, in Affect and Cognition, ClarkM. S.FiskeS. T. (eds), NJ, Lawrence Erlbaum Associates, p. 333–342
53.
SjöbergL.SvenssonE.PerssonL.-O. (1979), The Measurement of Mood, Scandinavian Journal of Psychology, 20, p. 1–18
54.
SternH. (1962), The Significance of Impulse Buying Today, Journal of Marketing, 26, April, p. 59–62
55.
StrongmanK. T. (1978), The Psychology of Emotion, New York, John Willey
56.
ThinesG.LempereurA. (1984), Dictionnaire général des Sciences humaines, CIACO Ed
57.
TomkinsS. S. (1962), Affect, Imagery, Consciousness, vol. 1, New York, Springer
58.
TomkinsS. S. (1984), Affect Theory, in Approaches to Emotion, SchererK. R.EkmanP., (eds), Hillsdale, NJ, Erlbaum, p. 163–196
59.
WestJ. (1951), Results of two Years of Study into Impulse Buying, Journal of Marketing, 15 (January), p. 362–363
60.
WrightP. (1975), Consumer Choice Strategies: Simplifying vs Optimizing, Journal of Marketing Research, 12, p. 60–67
61.
ZajoncR. B. (1980), Feeling and Thinking: Preferences Need no Inferences, American Psychologist, 35, p. 151–175
62.
ZajoncR. B. (1981), A One-Factor Mind about Mind and Emotion, American Psychologist, 36, p. 102–103
63.
ZajoncR. B. (1984), On the Primary of Affect, American Psychologist, 39, p. 117–123
64.
ZajoncR. B.MarkusH. (1982), Affective and Cognitive Factors in Preferences, Journal of Consumer Research, 9, p. 123–131
65.
ZajoncR. B.WilsonW. R. (1974), Exposure, Object Preference, and Distress in the Domestic Chick, Journal of Comparative and Physiological Psychology, 86, p. 581–585
