Titre :

Self-referencing narratives to predict consumers\textquotesingle preferences in the luxury industry: A longitudinal study

Auteur(s) :

Ardelet, Caroline [Auteur]
Centre d'Etudes et de Recherches sur les Organisations et la Stratégie [CEROS]
Slavich, Barbara [Auteur]
Lille économie management - UMR 9221 [LEM]
de Kerviler, Gwarlann [Auteur]
IÉSEG School Of Management [Puteaux]
Lille économie management - UMR 9221 [LEM]

Titre de la revue :

Journal of Business Research

Pagination :

2037--2044

Éditeur :

Elsevier

Date de publication :

2015-09

ISSN :

0148-2963

Mot(s)-clé(s) en anglais :

Narratives
Self-referencing
Longitudinal study
In-store choice
Luxury industry
Brand heritage

Discipline(s) HAL :

Sciences de l'Homme et Société/Gestion et management

Résumé en anglais : [en]

Accurate predictions of consumers' spontaneous in-store preferences for new products remain limited, especially for luxury products, for which purchase choices involve subjective and symbolic elements. This paper shows ...
Lire la suite >Accurate predictions of consumers' spontaneous in-store preferences for new products remain limited, especially for luxury products, for which purchase choices involve subjective and symbolic elements. This paper shows that narratives that are spontaneously associated to products in the store are good predictors of consumers' actual both in-store and after-usage preferences. A longitudinal study of the haut de gamme perfume industry demonstrates that consumers who spontaneously narrate personal stories when testing products in the store are more likely to prefer products in the store and after usage at home. In addition, the present research shows that this effect is stronger for perfume brands that convey a strong heritage. This paper demonstrates that marketers should analyze consumers' narratives at points of purchase to anticipate their long-term behaviors towards luxury products.Lire moins >

Langue :

Anglais

Vulgarisation :

Non

Collections :

• Lille Économie Management (LEM) - UMR 9221

Source :

Harvested from HAL