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Et si les prix n'étaient pas toujours des chiffres dans la tête du consommateur ? L'apport de la ligne numérique mentale

Abstract : And if prices were not always numerals in the consumer’s head ? The role of the mental number line The article emphasizes the importance of a form of price memorization by consumers : semantic (or relative) knowledge. Based on the notion of mental number line, a unified conceptual frame is proposed in order to account for this kind of knowledge. The resulting innovative approach helps to understand multiple concepts relative to prices, such as price-images and internal reference prices. Through an experiment, tools for measuring semantic knowledge relating to prices were tested and a first validation of the proposed conceptual model was provided. Several marketing implications of these findings are finally drawn.
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https://halshs.archives-ouvertes.fr/halshs-01288235
Contributor : Crego - Université de Bourgogne Connect in order to contact the contributor
Submitted on : Monday, March 14, 2016 - 5:43:48 PM
Last modification on : Wednesday, October 10, 2018 - 12:52:04 PM

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Yohan Bernard. Et si les prix n'étaient pas toujours des chiffres dans la tête du consommateur ? L'apport de la ligne numérique mentale. La Revue des Sciences de Gestion, Revue des Sciences de Gestion, 2013, 261-262 (3), pp.27-38. ⟨10.3917/rsg.261.0027⟩. ⟨halshs-01288235⟩

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