Séminaire Eat and Think

Charlotte Gaston Breton et Yuchen Zhang présenteront leurs travaux.
  • De la cognition à l'émotion
    Présentation des travaux de recherche de Charlotte Gaston-Breton, Associate Professor en Marketing à l'ESCP Europe Madrid.

Abstract: Cette présentation reviendra sur ses deux principaux axes de recherche en comportement du consommateur: i) Le traitement des informations numériques (prix et monnaies) et ii) Le bien-être à court et long terme en consommation. L'objectif est de faire connaître les concepts (biais de jugement, perception des prix, bien-être subjectif, relation objet-sujet) et méthodes (plans d'expérience, analyse de contenus) utilisés dans ses travaux publiés dans des revues comme International Journal of Research in Marketing, European Marketing Journal, Marketing Letters ou Recherche et Applications Marketing.

  • Effects of Internet/mobile phone use in the development of impulsive and compulsive purchases: comparative study of consumers in Spain France and China

Yuchen Zhang, complutense University of Madrid, PhD visiting student at IGR-IAE Rennes, CREM UMR CNRS 6211

PhD supervisorKarine Picot-Coupey, María Puelles Gallo

Abstract: This study focuses on an important issue in consumer behavior: the possible influence of mobile phone in impulse and compulsive buying trends. New technological environment offers new tools that affect various stages of the purchase process: information, acquisition, payment, among others. The permanent connectivity through mobile devices allows consumers to access functions and tools that support and encourage the purchase process. The purpose of this study is to analyze the influence of these technological factors on impulsive and compulsive buying. A theoretical model of stimuli in the individual sphere and of group references is elaborated through new technologies and emerging phenomena: narcissism in social networks, electronic Word-of-Mouth (eWOM) and automated data processing massive (Big Data). Next, comparative empirical data are obtained with consumers in the Spain, France and China and environments with methodology triangulation.