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Entre crainte et désir pour les objets connectés : Comprendre l'ambivalence des consommateurs

Abstract : Our research explores consumers’ ambivalence about the purchase and the use of smart objects. A qualitative study with two steps (composed by 22 consumers’ individual interviews and two focus groups) investigates the dimensions of ambivalence (easiness, intelligence, social links and emotion of smart objects). We find different schemas of ambivalence, depending on the link between the consumer (user or non user) and the function given to the objet (utilitarian, experiential, symbolic). A typology is proposed, so as to recommend changes in the marketing discourse on smart objects.
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https://hal-univ-paris10.archives-ouvertes.fr/hal-01570286
Contributor : Nathalie Veg-Sala <>
Submitted on : Friday, July 28, 2017 - 6:14:20 PM
Last modification on : Wednesday, October 14, 2020 - 3:58:15 AM

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Caroline Ardelet, Nathalie Veg-Sala, Alain Goudey, Marie Haikel-Elsabeh. Entre crainte et désir pour les objets connectés : Comprendre l'ambivalence des consommateurs . Décisions Marketing, Association Française du Marketing, 2017, pp.31-46. ⟨hal-01570286⟩

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