Cet article propose une méthode de mesure du halo affectif en marketing. Le concept de halo affectif et l'intérêt de sa mesure sont d'abord exposés. Les principales difficultés rencontrées par les travaux antérieurs sur le filtrage et la mesure du halo en marketing sont ensuite discutées. Puis une méthode originale de mesure est proposée, avec une illustration pratique de l'influence du halo affectif sur les attitudes.
Get full access to this article
View all access options for this article.
References
1.
AjzenI.FishbeinM. (1980), Understanding Attitudes and Predicting Social Behavior, Englewood Cliffs, USA, Prentice Hall.
2.
AlbaJ. W.HutchinsonJ. W. (1987), Dimensions of Consumer Expertise, Journal of Consumer Research, 13, 411–454.
3.
AnandP.HolbrookM. B.StephensD. (1988), The Formation of Affective Judgments: The Cognitive-Affective Model versus the Independance Hypothesis, Journal of Consumer Research, 15, 386–391.
4.
BartlettM. S. (1951), A Further Note on Tests of Significance in Factor Analysis, The British Journal of Psychology, 4 (I), 1–2.
5.
BassF. M.TalarzykW. (1972), An Attitude Model for the Study of Brand Preference, Journal of Marketing Research, 9, 63–72.
6.
BassF. M.WilkieW. L. (1973), A Comparative Analysis of Attitudinal Predictions of Brand Preference, Journal of Marketing Research, 10, 262–269.
7.
BeckwithN. E.KubiliusV. (1978), Empirical Evidence of Halo Effects in Store Image Research by Estimating True Locations, in Proceedings, Association for Consumer Research, VIIIe Conférence annuelle, 485–493.
8.
BeckwithN. E.LehmannD. R. (1973), The Importance of Differential Weights in Multi-attribute Models of Consumer Attitude, Journal of Marketing Research, 10, 141–145.
9.
BeckwithN. E.LehmannO. R. (1975), The Importance of Halo Effect in Multi-attribute Attitude Models, Journal of Marketing Research, 12, 265–275.
10.
BeckwithN. E.LehmannO. R. (1976), Halo Effects in Multi-attribute Attitude Models: An Appraisal of some Unresolved Issues, Journal of Marketing Research, 13, 418–421.
11.
BemmaorA. C.HuberJ. C. (1978), Econometric Estimation of Halo Effects: Single versus Simultaneous Equation Models, in Proceedings, Association for Consumer Research, VIIIe Conférence annuelle, 477–480.
12.
BettmanJ. R.CaponN.LutzR. J. (1975), Cognitive Algebra in Multi-attribute Attitude Models, Journal of Marketing Research, 12, 151–164.
13.
BrownE. M. (1968), Influence of Training, Method and Relationship on the Halo Effect, Journal of Applied Psychology, 52, 195–199.
14.
CacioppoJ. T.PettyR. E. (1984), The Elaboration Likelihood Model of Persuasion, Advances in Consumer Research, 11, 673–675.
15.
CooperW. H. (1981), Ubiquitous Halo, Psychological Bulletin, 90, 2, 218–244.
16.
DerbaixC.PhamM. T. (1989), Pour un développement des mesures de l'affectif en marketing: synthèse des prérequis, Recherche et Applications en Marketing, 4, 4, 71–87.
17.
DillonW. R.MulaniN.FrederickD. G. (1984), Removing Perceptual Distortions in Product Space Analysis, Journal of Marketing Research, 21, 184–193.
18.
DussartC. (1983), Comportement du consommateur et stratégie de marketing, Montréal, McGraw-Hill.
19.
FarrarD. E.GlauberR. R. (1967), Multicollinearity in Regression Analysis: The Problem Revisited, The Review of Economics and Statistics, 49, 92–107.
20.
GreenP. E.TullD. S.AlbaumG. (1988), Research for Marketing Decisions, Englewood Cliffs, USA, Prentice Hall International Editions.
21.
HirschmannE. C.HolbrookM. B. (1982), Hedonic Consumption: Emerging Concept Methods and Propositions, Journal of Marketing, 46, 92–101.
22.
HolbrookM. B. (1981), Integrating Compositional and Decompositional Analyses to Represent the Intervening Role of Perceptions in Evaluative Judgements, Journal of Marketing Research, 18, 2, 13–28.
23.
HolbrookM. B.HuberJ. (1979), Separating Perceptual Dimensions from Affective Overtones: An Application to Consumer Aesthetics, Journal of Consumer Research, 5, 272–283.
24.
HuberJ.HolbrookM. B. (1979), Using Attributes Ratings for Product Positioning: Some Distinctions among Compositional Approaches, Journal of Marketing Research, 16, 507–516.
25.
JamesW. L.CarterF. S. (1978), Halo Effects and Location Preferences, in Proceedings, Association for Consumer Research, VIIIe Conférence annuelle, 474–476.
26.
JohanssonJ. K.Mac LachlanD. L.YalchR. F. (1976), Halo Effects in Multi-attribute Attitude Models: Some Unresolved Issues, Journal of Marketing Research, 13, 414–417.
27.
KaiserH. F. (1970), A Second Generation Little Jiffy, Psychometrika, 35, 401–415.
28.
LacherK. T. (1989), Hedonic Consumption: Music as a Product, Advances in Consumer Research, 16, 367–373.
29.
LathamG. P.SaariL. M.PursellE. D.CampionM. A. (1980), Training Managers to Minimize Rating Errors in the Observation of Behavior, Journal of Applied Psychology, 60, 550–555.
30.
LaurentG.KapfererJ. N. (1986), Les profils d'implication, Recherche et Applications en Marketing, 1, 41–57.
31.
LutzR. J. (1977), A Functional Approach to Consumer Attitude Research, Advances in Consumer Research, 5, 360–369.
32.
MacKenzieS. B.LutzR. J. (1989), An Empirical Examination of the Structural Antecedents of Attitude toward the Ad in an Advertising Pretesting Context, Journal of Marketing, 53, 48–65.
33.
MacKenzieS. B.LutzR. J.BelchG. E. (1986), The Role of Attitude toward the Ad as a Mediator of Advertising Effectiveness: A test of Competing Explanations, Journal of Marketing Research, 23, 130–143.
34.
MazisM. B.SweeneyT. W. (1973), Novelty and Personality with Risk as a Moderating Variable, in Combined Proceedings, BeckersBoris W.BeckerHelmut eds, Chicago, American Marketing Association, 401–411.
35.
MiniardP. W.CohenJ. B. (1983), Modeling Personal and Normative Influences on Behavior, Journal of Consumer Research, 10, 169–180.
36.
MooreW. L.JamesW. L. (1978), A Study of the Amount of Halo in the Perceptions of Automobiles, in Proceedings, Association for Consumer Research, VIIIe Conférence annuelle, 481–484.
37.
MyersJ. H. (1965), Removing Halo from Job Evaluation Factor Structure, Journal of Applied Psychology, 49, 217–221.
38.
NeslinS. A. (1981), Linking Product Features to Perceptions: Self-Stated versus Statistically Revealed Importance Weights, Journal of Marketing Research, 17, 80–86.
39.
ParckC. W.YoungS. M. (1983), Types and Levels of Involvment and Brand Attitude Formation, Advances in Consumer Research, 10, 320–324.
40.
PettyR. E.CacioppoJ. T.SchumannD. W. (1983), Central and Peripheral Routes to Advertising Effectiveness: The Moderating Role of Involvement, Journal of Consumer Research, 10, 135–146.
41.
RiesA.TroutJ. (1987), Le positionnement, Paris, Mac Graw-Hill.
42.
SharmaS.JamesW. L. (1981), Latent Root Regression: An Alternate procedure for Estimating Parameters in the Presence of Multicollinearity, Journal of Marketing Research, 18, 154–161.
43.
ShwederR. A. (1980), Factors and Fictions in Person Perception. A Reply to Lamiell, Foss and Cavanee, Journal of Personality, 48, 74–81.
44.
SrullT. K. (1983), The Impact of Affective Reactions in Advertising on the Representation of Product Information in Memory, Advances in Consumer Research, 10, 520–525.
45.
ThorndikeE. L. (1920), A Constant Error in Psychological Ratings, Journal of Applied Psychology, 4, 25–29.
46.
TverskyA. (1977), Features of Similarity, Psychological Review, 84, 327–352.
47.
WilkieW. L. (1990), Consumer Behavior, New York, John Wiley & Sons, chap. 11.
48.
WilkieW. L.PessemierE. A. (1973), Issues in Marketing's Use of Multi-Attribute Attitude Models, Journal of Marketing Research, 10, 428–441.
49.
WrightP. L. (1975), Consumer Choice Strategies: Simplifying vs Optimizing, Journal of Marketing Research, 12, 60–67.
