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Background: Therapeutic patient Education (TPE) is a Patient-Centered-Care implemented to increase their empowerment. Intended for patients with chronic disease, TPE lacks of assessment tools. Through the concept of perceived value, this study increases knowledge of TPE’s effect on patients, in particular their satisfaction with participating in an oncology educative program, and how this satisfaction is built as well as its consequences. Methods: A survey was sent to 470 breast cancer patients, who benefited from TPE, to assess the perceived value of this support. 207 valid questionnaires over the 233 returned, were analyzed. Using a 7 point Likert scale (Strongly disagree - Strongly agree), relational proximity, post TPE empowerment, satisfaction, attitude, word-of-mouth intention, and perceived value were assessed. Structural Equation Modeling (SEM) Analysis using Partial Least Squares method with a 5000 replication bootstrap process was used. Results: SEM indicates the causal relationship between the measured constructs. Results show two important antecedents of patient’s satisfaction towards TPE: patient empowerment following educative support, and local relationship with an educator team. The two major consequences of patient’s satisfaction regarding TPE are attitude and word-of-mouth intentions towards TPE. These relationships are moderated by the patient’s profile in terms of TPE perceived value. Indeed, the REBUS PLS method highlights potential sub-groups within the studied sample (supporter convinced of its utility, passionate supporter, holistic supporter for whom the perceived costs are similar but intensity and hierarchy of perceived benefits are different). If empowerment and relational proximity with TPE teams are two major antecedents, direct and/or indirect, of lived experience’s satisfaction, nuances appear according to patient profiles in terms of perceived value of the TPE.supporter convinced (53.6%) patients satisfied with education’s care but less able to take personal responsibilities compared to other groups. Empowerment post TPE is quite high, but lower than other groupspassionate supporter (18.4%) patients looking for dual cognitive and psychological support in order to improve clinical and health outcomes. High satisfaction is due to the relational dimension of the patient’s educationnal experience and is essential for their empowerment.holistic supporter (28%) patients looking for increased knowledge, support and guidance, and the development of their capacities or aptitudes (to acquire skills and resources, gain self-confidence and adapt on a relational level). Post TPE empowerment is the major source of their high satisfaction with the lived experience. However, post TPE empowerment is also influenced by their relational proximity to the ETP team. Individual empowerment is the major antecedent of lived experience satisfaction.Conclusion: This research will allow actors in the field of TPE to better demonstrate and enhance the benefits of educative support and promote access to this personalized care practice, which is essential in the management of chronic diseases. Educative care has to be developped for cancer patients. Structural Equation Modeling resultsPCtR²Relational proximity with the TPE team to Post TPE empowerment0,5318,981***0,531Relational proximity with the TPE team to Satisfaction0,4717,739***0,457Post TPE empowerment to Satisfaction0,2954,838***Satisfaction to Attitude0,83421,599***0,695Satisfaction to Word-of-mouth intention0,074NS0,754Attitude to Word-of-mouth intention0,75410,322***Notes : PC=Path Coefficients. ***Significant coefficient. t values (Student’s T-test) > 2.575 shows a significant difference at 1% level of significance. NS=non significant difference. Citation Format: Virginie Berger, Nathalie Beaumont, Blandine Labbe, Cindy Lombart. Perceived value of patient education among breast cancer patients: A moderator of the antecedents and consequences of patients’ satisfaction [abstract]. In: Proceedings of the 2021 San Antonio Breast Cancer Symposium; 2021 Dec 7-10; San Antonio, TX. Philadelphia (PA): AACR; Cancer Res 2022;82(4 Suppl):Abstract nr P3-17-04.

While the emergence of peer-to-peer (P2P) platforms has revolutionized the way people exchange goods, these platforms face the need to provide appealing products offered by independent providers. However, those providers have to deal with anonymous buyers, potentially hindering their perception of control over the exchange and their subsequent willingness to use the platform. Our research addresses this issue of providers’ control. Because prior research uses either environment-centric or individual-centric measures of control, no accurate measure of perceived control exists. This research aims to contribute by providing a scale that—in line with control theories—differentiates among the perceptions of control that derive from individual (i.e., skills-related) and those that emerge from the environment (i.e., security-related, autonomy-related). The results of four empirical studies performed in the second-hand market provide strong empirical support for the validity of our control scale, and its ability to explain the provider’s experience on the P2P platform.

This research investigates the respective contributions of three CSR actions (sponsorship, cause-related marketing, CSR-linked sponsorship), implemented by a retailer, to the development and maintenance of a relationship between this retailer and its consumers in order to build loyalty. Three hundred sixty-four individuals who were members of an internal panel were assigned to one of these three CSR actions. The results obtained indicate that these three CSR actions increase or maintain consumers’ loyalty to a retailer through their personality, their perceived identity proximity, and their trust in this retailer, but also indicate that the type of CSR actions considered has an influence on the validated causal relationships. From a theoretical point of view, this research complements previous works which have mainly focused on the effectiveness of the means of communication used in order to highlight these three CSR actions in terms of persuasion and attitude toward the brand using them (Lii and Lee 2012; Lii et al. 2013; Uhrich et al. 2014; Floter et al. 2016). In fact, these works never compared them as loyalty tools. From a managerial point of view, it indicates a classification of these CSR actions to be favored according to their influence on the variables studied (personality, identity proximity, trust, and loyalty) and their impacts on: 1) CSR-linked sponsorship; 2) sponsorship; and 3) cause-related marketing. Lastly, this research stresses that sponsorship and cause-related marketing are complementary and that these actions must therefore be linked together.

PurposeThe research aim is to investigate the impacts of comparative ads used by retailers to compare the prices of their store brand (SB) products with those of equivalent national brand (NB) products. More specifically, this research examines if consumers perceive retailers as legitimate when they use comparative ads to compare the prices of their SB products to those of equivalent NB products, and how effective are these comparative ads in terms of actual purchases. This research also explores for which SB type (economy, standard or premium) and consumers are comparative ads most effective.Design/methodology/approachThis research investigates consumers' reactions to comparative ads used by retailers to compare the prices of their SB products with those of similar NB products through an experiment within a store laboratory. A between-subject design has been used. The participants of the first/second/third group (n1 = 93/n2 = 92/n3 = 91) were exposed to ads comparing the prices of retailer's economy/standard/premium SB food products with their equivalent NB food products, in the same product category. The participants of each group carried out a shopping trip in the store laboratory.FindingsConsumers consider retailers legitimate when they use comparative ads. This favourable evaluation improves their attitude towards these ads. However, the impact of retailers' legitimacy of (1) means, (2) objectives and (3) historical legitimacy on consumers' attitude towards comparative ads depends on the SB type (economy, standard and premium). By contrast, comparative ads are effective in terms of consumers' attitude towards these ads and towards SBs, along with purchase intention and actual purchases of these brands, whatever the SB type. Lastly, this research highlights that comparative ads for SBs are mainly directed at consumers with high levels of price consciousness and resistance to NBs.Research limitations/implicationsThis research only tested the impact of direct comparative advertising and an extrinsic attribute (price). The research experiment was conducted on a convenience sample, which limits its external validity.Practical implicationsThis research encourages retailers to use comparative advertising for their SBs (economy, standard and premium) for several reasons. First, this study suggests that comparative advertising is an effective tool for retailers to shape or improve consumers' attitude towards SBs, via their attitude towards comparative ads. Second, this research proposes that comparative advertising contrasting the prices of SB products with those of NB products could increase retailers' in-store sales of their SBs. Lastly, this research underlines that comparative advertising is particularly effective for consumers with high levels of price consciousness and resistance to NBs.Originality/valueThis research supplements previous research in the field of SBs and comparative advertising. Previous research on comparative advertising has examined NBs exclusively (Dianoux et al., 2013; Beard, 2018). Comparisons between SBs and NBs are lacking. This research thus validates the use of this specific form of communication for SBs, given the paucity of studies of the effects of the use of mass media communication on SBs (Nenycz-Thiel and Romaniuk, 2014; Gendel-Guterman and Levy, 2017).

This research aims to deepen our understanding of patients’ satisfaction with therapeutic patient education (TPE) in oncology. The research model proposed was tested, with structural equation modeling, on 207 French breast-cancer patients who participated in a TPE program. The results confirm that post-TPE empowerment and relational proximity to the TPE team are two major antecedents of patient’s satisfaction—and attitude and word-of-mouth toward TPE are two important consequences of this concept of satisfaction. However, the established relationships are moderated by the patients’ profiles (i.e., utilitarin believers, passionate followers, or holistic followers) in terms of the perceived value of their own experience of patient education. These results will enable stakeholders to adapt their TPE promotion strategies to the profiles of the patients. The study will also help to demonstrate and highlight the patient benefits of TPE to various stakeholders and thus will favor access to this personalized care practice, which is essential in the management of chronic diseases, but is still limited in oncology.

International audience; The academic literature generally asserts that omnichannel strategies create value throughout the customer journey based on the principle of synergy between channels. However, such strategies may appear complex to customers, notably when they face myriad e-channels that constitute all means of accessing the offer. Specifically, for digital information products, such as those of the press, digitalized content is now consumed through multiple e-channels. Our study aims to investigate the impact of e-channel combinations on the perceived value of a digital information product during the usage phase. We hypothesize that the similarity between the e-channels used by customers has a negative impact on the perceived value model. To test the research hypotheses, we conducted a longitudinal study of the readers of a digital version of an international newspaper. The results demonstrate that the similarity of echannels impedes value creation. Our findings reintroduce a more ambivalent vision of the omnichannel strategy in a digital environment and provide insights into how managers should support customers by clarifying the usefulness of each e-channel proposed.

PurposeAnimal welfare is increasingly favoured by consumers in their choice of food and cosmetic products, proposed by manufacturers and retailers. This study aims to investigate the impact of the “not tested on animals” claim on consumers' attitude and behavioural intention towards a cosmetic product through an enriched version of Ajzen's theory of planned behaviour.Design/methodology/approachA between-subjects design has been used. 450 participants were recruited through the social network of a cosmetics and personal hygiene brand in Quebec, Canada, and answered a questionnaire. They were randomly assigned to either a manipulation group (n = 226) or a control group (n = 224). Data were analysed with partial least squares structural equation modelling.FindingsThis study shows that external (credibility and attitude towards marketing claims) and internal psychological variables (subjective norms and altruistic concerns with animal welfare) influence attitude towards and purchase intention of “not tested on animals” personal care products. More egotistic concerns, such as personal appearance, also explain the formation of attitude towards cruelty-free cosmetics.Research limitations/implicationsThis research supplements Ajzen's original model with internal psychological (individuals' concerns with animal welfare and personal appearance) and external (general credibility of cosmetic products claims, credibility of the “not tested on animals” claim and attitude towards this claim) variables. These variables, as suggested by previous research on cosmetics and their claims, improve the understanding of consumer attitude and purchase behaviour patterns.Practical implicationsThe study's findings point out the role of companies to increase consumers' knowledge on the significance and transparency of their messages, notably the “not tested on animals” claim. They also stress that policymakers in regions where regulation is unclear should at least punish untruthful communication pertaining to animal testing in cosmetic and personal care products.Originality/valuePrior studies on cosmetic products did not investigate the difference of consumer attitude formation towards cruelty-free products compared to conventional cosmetic products. Consequently, this research shows that the construction of attitude towards cruelty-free products highly differs from conventional personal care.

This research investigates the consequences for retailers and their stores of a new sustainable consumption trend—the purchase and consumption of bulk products. It examines the effects of offering packaging-free products on three subdimensions of perceived proximity (identity, process, and relational) and on transactional loyalty (satisfaction–loyalty) and relational loyalty (satisfaction–trust–loyalty). A total of 1407 buyers and consumers of bulk products at a convenience store (of a university cooperative style) filled out an online questionnaire. These consumers were then divided into three subgroups (convinced, pragmatic, and wary). This research empirically establishes that unpacked products are a strategic tool for retailers and their stores to create or strengthen the relationships established with their customers. Unpacked products and the proximity they create between a consumer and a store are the first link in the development or preservation of a relational chain between the consumer and the store. Moreover, the step reached by the consumer in his process of purchasing and consuming packaging-free products (from the discovery stage to the already well-established habit) has a direct impact on the relational chain built.

Purpose The purpose of this paper is to study the impact of the main dimensions of a retailer’s corporate social responsibility (CSR) activities (philanthropic activities, respect for the environment, respect for the consumers and respect for the workers) (e.g. Maignan, 2001; Brunk, 2010a; Öberseder et al., 2014) on consumers’ loyalty towards this retailer. Mediation (through consumers’ trust in this retailer and/or retailer’s perceived brand equity) and moderation effects (depending on the groups of consumers considered) are also studied. Design/methodology/approach This research was conducted on 547 consumers, representative of the Quebec population. These consumers were asked to select a retailer of their choice that they were familiar with (notably with its CSR activities) and to complete a questionnaire with regard to that retailer. Findings This research highlights that: the impact of a retailer’s CSR activities on consumers’ loyalty differs according to the dimensions considered (philanthropic activities, respect for the environment, the consumers and the workers), is fully or partially mediates by consumers’ trust in this retailer and/or retailer’s perceived brand equity and depends on the groups of consumers considered (the very responsible consumers, the local sceptical recyclers and the least responsible consumers). Research limitations/implications This research indicates that when CSR is considered not as an aggregate construct, but in terms of its dimensions, their impacts on consumers’ loyalty towards the retailer may differ or appear under certain conditions. Moreover, this research points out that consumers’ trust in the retailer is a partial mediator (for the philanthropic activities dimension of a retailer’s CSR activities for the very responsible consumers and the local sceptical recyclers) of the relationship between the dimension of a retailer’s CSR activities considered and consumers’ loyalty towards this retailer. Consumers’ trust in the retailer is also a full mediator (for the respect for environment dimension of a retailer’s CSR activities for the very responsible consumers) of the relationship between the dimension of a retailer’s CSR activities considered and consumers’ loyalty towards this retailer. Lastly, retailer’s perceived brand equity is a full mediator (for the respect for environment dimension of a retailer’s CSR activities for the three groups of consumers considered) of the relationship between the dimension of a retailer’s CSR activities considered and consumers’ loyalty towards this retailer. Practical implications This paper indicates to retailers that the dimensions respect for the consumers and the workers of their CSR activities do not have an impact on consumers’ loyalty. By contrast, for a retailer to be perceived by consumers as engaged in philanthropic activities or being environmentally friendly has a positive impact on consumers’ loyalty. Originality/value In this research, CSR is conceptualised as a multidimensional construct and the impacts of its main dimensions (philanthropic activities, respect for the environment, respect for consumers and respect for workers) on an important and strategic variables for retailers, loyalty, are highlighted. Moreover, this research also indicates that the impacts of a retailer’s CRS dimensions on consumers’ loyalty depend on individuals and may follow different paths (through consumers’ trust in the retailer and/or retailer’s perceived brand equity).

L’objectif de cette recherche est d’apprecier les apports potentiels pour les distributeurs des publicites comparatives directes des prix des produits de leurs Marques De Distributeurs vs ceux de leurs concurrents de Marques Nationales. L’experimentation realisee en magasin laboratoire montre que ces publicites ne sont pas pertinentes pour les MDD economiques. Par contre, pour les MDD classiques, elles ont un impact positif sur la fidelite des consommateurs au magasin. Pour les MDD thematiques (produits bio), ces publicites ameliorent la confiance dans l’enseigne de ces consommateurs.

International audience; To reduce food waste, retailers have been offering non-calibrated fruits and vegetables (FaVs) in recent years, yet the acceptance of such produce is still far from unanimous. Using reciprocal projections, our research performs a comparative analysis of French consumers' representations of eaters and non-eaters of misshapen FaVs. The overall representations rest on lexical registers that refer to economic, ecological, and sociocultural rationales. Results highlight two opposing representations of the two customer segments studied. Ugly FaVs thus reactivate current tensions that are challenging the traditional French food model. The dominant and positive description of eaters of ugly FaVs is manifested as an implicit defense of a particular French food identity that values cooking with natural and special products. Conversely, the description of non-eaters of imperfect FaVs points to the erosion of this identity in favor of a more pragmatic relationship with food, one that values standardized products. Thus, the sustainability of offering misshapen FaVs depends on the retailers' ability to reduce tensions linked to contrasting food identities by implementing educational actions aimed at children and/or immersive point-of-purchase campaigns.

International audience; The application of virtual reality in human activities has been rapidly growing during the last decade. Shopping for food is an important part of people's daily lives. As overnight delivery services of fresh produce, such as Amazon Fresh, are in their development stage, more studies on virtual stores for perishable products are needed because the quality of FaVs cannot be easily assessed by consumers when virtual stores are used. This research examines the impact of a physical store, a non-immersive virtual store, and an immersive virtual store environment on consumers' perceptions and purchase behavior toward fruits and vegetables (FaVs). Experimental between-subjects design (i.e., three groups), combined with a questionnaire survey (after-only design), is used to address the study objectives. The research found that consumers' perceptions of FaVs in both non-immersive and immersive virtual stores (VS) are similar to those in a physical store. By contrast, consumers buy more FaVs in both non-immersive and immersive VS compared to a physical store. The findings also indicate that consumers tend to rely more on extrinsic cues (i.e., FaVs' prices) in the immersive VS when evaluating the FaVs on offer and less on intrinsic cues (e.g., FaVs' appearance) they use in the physical store. The results have important implications for practitioners and researchers with regard to the usefulness of virtual reality for better understanding of consumer behavior.

Cette recherche complete la litterature existante en montrant l’apport de la sensibilite aux prix a la construction d’une nouvelle typologie des consommateurs responsables. Elle souligne egalement la presence de differences de comportements responsables en fonction des groupes de consommateurs etablis. Enfin, elle etablit l’apport de la sensibilite aux prix a la comprehension du « gap » entre intentions de consommation socialement responsable et comportements responsables effectifs.

PurposeThis research has three research objectives. First, this research will demonstrate that the link between consumers' attitude towards a region and their intention to purchase products from that region is not direct but indirect. Second, this research will establish that perceived value of regional products and consumers' preference for these products are mediating variables of the relationship between consumers' attitude towards a region and their intention to purchase regional products. Lastly, this research will highlight cognitive (through perceived value) and affective (through preference) routes or paths, from consumers' attitude towards a region to their purchase intention of products from that region.Design/methodology/approachAs previous works in the authors’ field of research, the authors conducted a field study, combined with a questionnaire survey. 398 consumers responded to the authors’ questionnaire in a hypermarket (belonging to the retailer Système U) in Vendée (a region in France). The authors measured their attitude towards this region, their preference for regional food products and their purchase intention of these products as well as the perceived value of regional food products.FindingsThe perceived value of regional products and consumers' preference for these products are full mediating variables of the relationship between consumers' attitude towards a region and their intention to purchase products from that region.Research limitations/implicationsThis research supplements prior works. It shows that the link between consumers' attitude towards a region and their intention to purchase regional products is indirect. Consumers' purchase intention of regional products is not directly attributable to their attitude towards the region of origin of these products. Regional products and their features have to be reintegrated into this equation.Practical implicationsThis study identifies several routes or paths to explain consumers' purchase intention of regional products. A cognitive route or path, from consumers' attitude towards a region to their purchase intention of products from that region, mediates by perceived value. An affective route or path, from consumers' attitude towards a region to their purchase intention of products from that region, mediates by preference. A hybrid path that combines cognitive and affective paths, as this research established a link between perceived value and preference.Originality/valueThis research foregrounds regional products and their features, too often neglected in favour of consumers and their characteristics.

This research shows that consumers’ attitude toward terroir store brands has a positive and significant influence on the store price image and on the retailer’s Corporate Social Responsibility (CSR) image, regardless of the store format considered (hypermarket, supermarket, and convenience). It thus affirms that the terroir store brand, with a price–quality ratio considered satisfactory by consumers, contributes to the development of a positive price image and a favorable CSR image. This research also indicates that consumers’ attitude toward terroir store brands has a direct positive and significant influence, or indirect influence through its CSR image, on two dimensions of territorial legitimacy (territorial impregnation and territorial rooting). Terroir store brands are thus shown to be a factor in retailer legitimization.

Cet article propose une analyse comparative des qualites theoriques et psychometriques des echelles de mesure existantes du concept d’image-prix (Zielke, 2011 ; Ngobo et Jean, 2012 ; Coutelle-Brillet et Riviere, 2013 ; Diallo et al., 2013). Il ressort de l’etude menee aupres de 209 clients d’enseignes de GMS que ces echelles possedent des qualites psychometriques satisfaisantes mais souffrent de limites de validite de contenu. Leurs analyses ont enfin permis de proposer une echelle de mesure unidimensionnelle synthetique de l’image-prix (5 items) dont la fiabilite et la validite ont ete etablies.

International audience; This research shows that consumers' relationship to terroir store brand, measured through attachment and two facets of brand loyalty (attitudinal and behavioral) is respectively influenced by their perceptions of the product, retailer and store. More specifically, the perceived authenticity of the products of the terroir store brand and its perceived value have a positive and significant influence on the attachment and behavioral loyalty of the regular buyers of this store brand and a positive and significant influence on the attachment of its occasional buyers. Trust in the retailer has a positive and significant impact on the behavioral loyalty of the regular buyers of this terroir store brand while perceived image of the store has only a positive and significant impact on the attitu-dinal loyalty of its occasional buyers.

International audience; This study investigates the effects of fruits and vegetables (FaVs) abnormality on consumer perceptions and purchasing behavior. For the purposes of this study, a virtual grocery store was created with a fresh FaVs section, where 142 participants became immersed using an Oculus Rift DK2 Head-Mounted Display (HMD) software. Participants were presented either “normal”, “slightly” misshapen, “moderately” misshapen or “severely” misshapen” FaVs. The study findings indicate that shoppers tend to purchase a similar number of FaVs whatever their level of deformity. However, perceptions of the appearance and quality of the FaVs depend on the degree of abnormality. “Moderately” misshapen FaVs are perceived as significantly better than those that are “heavily” misshapen but also “slightly” misshapen (except for the appearance of fruits).

International audience; This study investigates the consequences of price image. Two conditions, a policy of intermediate price condition and a policy of low price condition, were distinguished in an experiment. Three moderators (consumers' price conscientiousness, retailer's motives perceived by consumers and consumers' familiarity with the retailer) were considered for these two conditions. Using partial least squares analyses (PLS), we propose integrated models of the consequences of price image highlighting the direct and indirect effects of this concept on consumers' satisfaction, trust, attitude and future behavioral intentions to the retailer. This research fills a gap in the literature since previous studies have mainly focused on the antecedents of price image or have only investigated specific links between the variables considered. Finally, considering our findings, we recommend to managers to favor either a policy of intermediate or low price depending of their consumers' characteristics.

This research questions the effectiveness of enrichment strategies on experiential offers. A model accounting for the various effects of these strategies on consumer – primary positive emotions, delight, satisfaction, consumption value, and behavioral intentions – is proposed. A study in the field of tourism empirically validates the model but does not indicate an impact of the different experiential contexts considered.

International audience; Research in Virtual Reality (VR) showed that embodiment can influence participants' perceptions and behavior when embodied in a different yet plausible virtual body. In this paper, we study the changes an obese virtual body has on products perception (e.g., taste, etc.) and purchase behavior (e.g., number purchased) in an immersive virtual retail store. Participants (of a normal BMI on average) were embodied in a normal (N) or an obese (OB) virtual body and were asked to buy and evaluate food products in the immersive virtual store. Based on stereotypes that are classically associated with obese people, we expected that the group embodied in obese avatars would show a more unhealthy diet, (i.e., buy more food products and also buy more products with high energy intake, or saturated fat) and would rate unhealthy food as being tastier and healthier than participants embodied in "normal weight" avatars. Our participants also rated the perception of their virtual body: the OB group perceived their virtual body as significantly heavier and older. They also rated their sense of embodiment and presence within the immersive virtual store. These measures did not show any significant difference between groups. Finally, we asked them to rate different food products in terms of tastiness, healthiness, sustainability and price. The only difference we noticed is that participants embodied in an obese avatar (OB group) rated the coke as being significantly tastier and the apple as being significantly healthier. Nevertheless, while we hypothesized that participants embodied in a virtual body with obesity would show differences in their shopping patterns (e.g., more "unhealthy" products bought) there were no significant differences between the groups. Stereotype activation failed for our participants embodied in obese avatars, who did not exhibit a shopping behavior following the (negative) stereotypes related to obese people. conversely, while the opposite hypothesis (participants embodied in obese avatars would buy significantly more healthy products in order to "transform" their virtual bodies) could have been made, it was not the case either. We discuss these results and propose hypotheses as to why the behavior of the manipulated group differed from the one we expected. Verhulst et al. Shopping in an Obese Virtual Body Indeed, unlike previous research, our participants were embodied in virtual avatars which differed greatly from their real bodies. Obese avatars should not only modify users' visual characteristics such as hair or skin color, etc. We hypothesize that an obese virtual body may require some other non-visual stimulus, e.g., the sensation of the extra weight or the change in body size. This main difference could then explain why we did not notice any important modification on participants' behavior and perceptions of food products. We also hypothesize that the absence of stereotype activation and thus of statistical difference between our N and OB groups might be due to higher-level cognitive processes involved while purchasing food products. Indeed our participants might have rejected their virtual bodies when performing the shopping task, while the embodiment and presence ratings did not show significant differences, and purchased products based on their real (non-obese) bodies. This could mean that stereotype activation is more complex that previously thought.

International audience; Cette recherche montre que l’attitude des consommateurs à l’égard des Marques De Distributeurs (MDD) de terroir a une influence positive et significative sur l’image prix du magasin et sur l’image RSE (Responsabilité Sociétale de l’Entreprise) de l’enseigne, quel que soit le format de magasin considéré (hypermarché, supermarché et proximité). Elle souligne ainsi que la MDD de terroir, par un rapport qualité-prix jugé satisfaisant par les consommateurs, participe au développement d’une image prix positive et d’une image RSE favorable. Cette recherche indique également que l’attitude des consommateurs à l’égard des MDD de terroir a une influence positive et significative directe, ou indirecte via son image RSE, sur les deux dimensions de sa légitimité territoriale (l’imprégnation territoriale et l’enracinement territorial). Elle révèle donc que la MDD de terroir est aussi un facteur de légitimation de l’enseigne.

International audience; This study examines the influence of the link between individuals and their region on the development and translation of the consumer-regional brand relationship through the concepts of trust, attachment, affective commitment, attitude and behavioral intentions. Based on data collected from 311 consumers in a supermarket in France, the study finds that the relationships established between consumers who value their region and the brands of this region vary with the positioning adopted and the products offered by these brands. It also highlights that the duration of consumers’ residence in the region improves the understanding of the studied relationships.

International audience; This research examines consumers’ in-store reactions to regional products. A field study has been conducted in two stores which adopt different types of visual and shelf merchandising strategies (i.e., regional products are located within their product categories with POS ads (n = 307) versus in a dedicated space with theatrical visual merchandising (n = 404)). This research shows that consumers’ perceptions of regional products assortment and merchandising (for the store where regional products are located within their product categories) have a direct impact on retailer's local image and their loyalty toward these products and an indirect impact, through these two variables, on their loyalty toward the store. This research thus points out the superior performance of the strategy of merchandising regional products within their product categories, using POS ads to identify them. This research also highlights the existence of the two groups of consumers (i.e., the “regionals” and the “moderates”) who are the most receptive to the regional products offered by grocery stores and on which retailers should concentrate their sales promotion efforts.

International audience; This research investigates retailers’ societal advertisements on ugly fruits and vegetables. A three (retailer's claim is focusing on consumers’ health, on food taste, on food price) x 2 (the retailer studied is Intermarché, Biocoop) between subjects design has been conducted. Several paths that retailers can follow in order to build the credibility of their message and consumers’ attitude toward the ad (the two explanatory variables relating to the message) as well as consumers’ trust in the retailer and their attitude toward this retailer (two explained variables relating to the retailer) are indicated. The direct and indirect impacts of societal advertisements on ugly fruits and vegetables on consumers’ relationship with retailers are thus pointed out.

National audience; This research proposes a model of the personal (enduring involvement, time available and attitude towards the store) and situational (perceived store environment) antecedents of browsing behaviour in retail stores which motives are mainly recreational and realized by consumers without the intent to buy. The field study conducted in the leisure corner of a grocery store, with 599 customers, highlights that time available is the major determinant of this specific behaviour and that attention paid to the store environment is a moderating variable of the relation between browsing behavior and perceived store environment.; Cette recherche propose de modéliser les antécédents personnels (implication durable, temps disponible, attitude envers le magasin) et situationnels (environnement perçu du magasin) d’un comportement de fréquentation de magasins dont les motivations sont principalementrécréationnelles, réalisé sans intention d’achat, le butinage. L’étude terrain, menée auprès de 599 clients d’un Espace Culturel de proximité d’une enseigne de GMS, révèle que le temps disponible est le déterminant majeur de ce comportement spécifique. L’attention portée à l’environnement du magasin est quant à elle une variable modératrice de la relation entre l’environnement perçu du magasin et le comportement de butinage.

This research has a dual objective: (1) Increase knowledge of the link between individuals and regions through a qualitative exploratory study (comprising 16 individual semi-structured interviews and two focus groups of eight people each), and consequently propose a new specific concept: regional belonging. Regional belonging is defined as a positive identity link between an individual and a physical, social and cultural place, understood by individuals as their regional territory. (2) Develop a measurement scale for this new concept that is reliable, valid, synthetic and generalizable. To do this, we conducted a qualitative exploratory study to generate a sample of items for each of the three dimensions of this concept (physical, social and cultural). Four series of quantitative data collections were done on 1691 consumers to purify and confirm the measurement scale developed, establish the convergent, discriminant and predictive validity of the scale (comprising three dimensions measured by 12 items) and test its ecological validity.

International audience; When eating deformed fruits and vegetables contributes to food well-being: A value-based analysis of an oxy-moronThis research examines the contribution of cultural and individual values, highlighted by Schwartz (1999, 2006),to our understanding of eating well-being in relation to the aesthetic appearance of produce. A qualitative studyconducted on 30 individuals indicates two types of consumers - “landed / rooted” and “pragmatic / uprooted”– who differ in their conception of individual well-being in relation to deformed fruits and vegetables. For theformer, deformed fruits and vegetables activate the positive values associated with natural and human singularitybut generate dissonance for the latter, who are more conditioned by the calibration of fruits and vegetables. Thecontribution to social well-being must also be nuanced according to the type.; Cette recherche s’interroge sur l’apport des valeurs culturelles et individuelles, mises en évidence par Schwartz(1999, 2006), à la compréhension du bien-être alimentaire en lien avec l’esthétique des aliments. Une étudequalitative menée auprès de 30 individus a identifié deux profils de consommateurs, les « terriens/enracinés » etles « pragmatiques/déracinés », opposés par leurs conceptions du bien-être individuel en lien avec les fruits etlégumes difformes. Ceux-ci réactivent chez les premiers les valeurs positives associées à la singularité naturelleet humaine mais génèrent une dissonance chez les seconds, davantage conditionnés par le calibrage de l’offre. Lacontribution au bien-être social doit également être nuancée selon les profils.

International audience; ette recherche étudielesréactions (perceptions et comportements)des consommateurs confrontés,en situation d’achat, en magasin, à des fruitset légumesnon standardisésou difformes.Compte tenu desesobjectifs et des spécificitésdes produitsétudiés, elle mobilise un dispositif de magasin virtuel, couplé à une technologie nouvelle, le casque de réalité virtuelle (Oculus Rift). Les résultats ainsi obtenus enrichissentceux destravaux pionniers récents consacrés à la consommation desfruits et légumes difformesqui contribueà la diminution du gaspillage alimentaire.Ils permettent notamment de souligner l’existence d’un niveau de déformation optimalaccepté parles consommateurs.

The objective of this research is to analyze consumers' valuation of price promotions on fair trade products whose prices are based on the "fair price" mechanism. Two experiments realized in a store laboratory show that the perceived trustworthiness of the promotion has a direct and indirect influence, through its utilitarian and hedonic values, on consumers' attitude toward this promotion, which thus directly influences their specific purchasing behaviors. These experiments indicate however that the price advantage offered by the promotion should not be too important in order to allow consumers to benefit from the hedonic value of this promotion., L'objectif de cette recherche est d'analyser la valorisation par les consommateurs de promotions-prix sur des produits équitables dont les " justes prix " sont censés garantir une juste rémunération des petits producteurs. Deux expérimentations menées en magasin laboratoire montrent que la sincérité perçue d'une promotion-prix sur des produits équitables a une influence directe et indirecte, via sa valorisation utilitaire et hédonique, sur l'attitude des consommateurs envers cette promotion qui influence alors directement leurs comportements d'achat spécifiques. Ces expérimentations indiquent que l'avantage prix offert par la promotion ne doit pas être trop important afin de ne pas empêcher la valorisation hédonique de cette promotion par les consommateurs.

National audience; The objective of this research is to study the impact of the perceived store proximity of a food convenience store chain on customers’ loyalty. The results of the study led with 909 customers of three different stores highlight first the existence of two complementary roads to understand the formation of consumers’ future behavioural intentions towards the store of a food convenience store chain. One leans mainly on the material store proximity and consumers’ attitude towards this store. The other leans mainly on the immaterial store proximity and consumers’ attachment towards this store. They also show that in the case of a rural store, the regular consumers give more weight to the immaterial road while the occasional consumers favour the material road. For the urban stores, both material and immaterial roads have similar weights.; L’objectif de cette recherche est d’étudier l’impact de la proximité perçue d’un magasin d’une enseigne alimentaire dédiée à la proximité sur le comportement de fidélité de ses clients. Les résultats de l’étude menée auprès de 909 clients de trois magasins différents mettent tout d’abord en évidence l’existence de deux routes complémentaires pour comprendre comment se forment les intentions comportementales futures des clients envers un magasin d’une enseigne alimentaire de proximité. L’une s’appuie principalement sur la proximité matérielle perçue du magasin et l’attitude des clients à l’égard de ce magasin. L’autre repose davantage sur la proximité immatérielle perçue du magasin et l’attachement des clients envers ce magasin. Ils montrent aussi que dans le cas d’un magasin rural, les clients réguliers ont tendance à donner plus de poids à la route immatérielle alors que les clients occasionnels privilégient surtout la route matérielle. Pour les magasins urbains, les deux routes, matérielle et immatérielle, ontdes poids similaires.

International audience; This study focuses on the impact of two antecedents of retailer personality (grasped by five personality traits: introversion, conscientiousness, agreeableness, sophistication and disingenuousness), on trust and attitude toward the private brand, as well as on one major consequence of these three concepts, loyalty to the retailer. Data were collected through a natural experiment on a convenience sample of 226 consumers of a French grocery retailer. Using partial least squares analysis (PLS), our results mainly indicated that (1) private brand trust has a positive and significant influence on the retailer personality traits “conscientiousness” and “sophistication” (2) private brand trust and private brand attitude have a positive and significant influence on the retailer personality trait “agreeableness” (3) trust and attitude toward the private brand have a positive and significant influence loyalty to the retailer while retailer personality traits have no influence on this variable. This research fills a gap in the literature since few studies have looked at the antecedents of retailer personality. Moreover, it reinforces the strategic importance of private brands for retailers since they have the potential to improve retailer personality and loyalty to the retailer.

This research proposes an integrated model of the relational consequences of retailer personality. Seven personality traits (out of nine) of the retailer considered, Fnac, have a direct impact, positive or negative, on at least one of the studied relational consequences: trust, attachment, affective commitment and continuance commitment. Moreover, they have an indirect impact on affective commitment and continuance commitment through trust and attachment. This research thus highlights the managerial implication of the concept of retailer personality. This concept could help retailers to manage their retail-brand and to create, maintain and strengthen the relationship with their customers.; Cette recherche propose un modèle intégrateur des conséquences relationnelles de la personnalité de l'enseigne. Sept traits de personnalité (sur neuf au total) de l'enseigne étudiée, la Fnac, influencent directement, positivement ou négativement, au moins l'une des conséquences relationnelles considérées : la confiance, l'attachement, l'engagement affectif et l'engagement de continuation. Ils ont de plus une influence indirecte sur l'engagement affectif et l'engagement de continuation via la confiance et l'attachement. Cette recherche souligne ainsi l'intérêt managérial du concept de personnalité de l'enseigne. Ce concept peut aider les distributeurs à gérer leur marque-enseigne et à créer, maintenir et renforcer la relation avec leurs clients.

This research follows the pioneering works dedicated to the analysis of the spatial practices of the consumers in a store, with a double original perspective: to highlight the link between two major behaviors in customers’ flow (shopping dictated by functional motivations vs. browsing, dictated by recreational motivations) and the spatial practices of customers in the store and to establish the stability of this link, i.e. the stability of the different spatial practices of shoppers and browsers. To this end, observations of customers in store were made in a specialized store (famous clothing retailer), a typology of the spatial practices proposed (by means of the semiotic square) and a differentiation of the spatial practices according tocustomers' motivations to come in the store (through semi-directive individual interviews) - shoppers versus browsers - established., Cette recherche s’inscrit dans le prolongement des travaux pionniers consacrés à l’analyse des pratiques spatiales des consommateurs en magasin, avec une double perspective originale : mettre au jour le lien entre deux comportements majeurs de fréquentation de point de vente (le shopping, dicté par des motivations fonctionnelles vs. le butinage, dicté par des motivations récréationnelles) et les pratiques spatiales des consommateurs en magasin, et établir la stabilité de ce lien, c'est-à-dire la stabilité des pratiques spatiales différentes des shoppers et des butineurs. Pour ce faire, des observations de consommateurs en magasin ont été effectuées dans un magasin spécialisé (grande enseigne de vêtements), une typologie des pratiques spatiales proposée (au moyen du carré sémiotique) et une différenciation des pratiques spatiales selon les motivations de fréquentation du magasin des consommateurs (appréhendées dans des entretiens individuels semi-directifs) - shoppers versus butineurs - établie.

PurposeThe purpose of this research is to offer a model that incorporates both direct and indirect effects of brand's perceived personality on three major relational consequences of this construct: trust, attachment, and commitment to the brand. In addition to the links between brand personality and its relational consequences, the interdependence links amongst these consequences are also considered.Design/methodology/approachThe model proposed in this research was tested by means of structural equations modelling. The data were collected from a convenience sample of 348 young French consumers (aged from 19‐23) questioned about the brand Coca‐Cola, which enjoys strong awareness with that target.FindingsAll the nine personality traits of the Coca‐Cola brand studied in this research impact directly on at least one of the three relational consequences under study: trust, attachment, and commitment to the brand. In addition they have an indirect influence (except for the Charming and Ascendant personality traits) on commitment via trust and attachment to the brand.Research limitations/implicationsThe model proposed in the research shows the impact of brand personality on three major relational consequences of this construct: trust, attachment, and commitment to the brand. Future research should study the influence of brand personality on other consequences such as satisfaction, loyalty and preference.Practical implicationsThe research demonstrates that brand personality affects the type and strength of the relationship that consumers maintain with brands. It is a useful tool for managers to direct or reinforce the lasting relationship they want to develop or maintain between their brands and the consumers they target. Relational paths from brand personality to the variables trust, attachment, and commitment are suggested in this research.Originality/valueThe model proposed in this research refines the overall understanding that researchers and managers have of the direct or indirect impact of each brand personality trait on consumers' relationship with a brand, measured by trust, attachment, and commitment.

This article proposes a review of both early and recent research on a particular type of behaviour, known as browsing, that is frequently adopted by consumers during visits to retail outlets, but little studied to date. Who are these browsers? What is the history of browsing behaviour? What are the short- and long-term consequences of this behaviour? The answers to these questions should help managers, and especially retailers, appreciate the real advantages offered by the presence of browsers in their stores and to determine the variables that they can put to use in order to favour browsing behaviour.; Cet article propose une synthèse des recherches pionnières et récentes consacrées à un comportement particulier de fréquentation des points de vente, souvent adopté par les consommateurs, mais encore peu étudié : le comportement de butinage. Qui sont les butineurs? Quels sont les antécédents du comportement de butinage? Quelles sont les conséquences à court et à plus long terme de ce comportement? Les réponses apportées à ces questions devraient permettre aux gestionnaires, et notamment aux commerçants, d'apprécier les avantages réels qu'ils peuvent retirer de la présence de butineurs dans les magasins et de déterminer les variables auxquelles ils pourraient avoir recours pour favoriser le comportement de butinage.

The prime goal of this research is to study the main short- and long-term consequences of browsing behavior in a retail outlet suggested by the scientific literature: non-planned purchases, time spent in the store, affective reactions, customer satisfaction and consequently, the intent to re-visit the store, to make future purchases in this store, and to recommend it. To test that, a field study was conducted in the leisure department of a hypermarket (books, comics, DVDs, CDs, video games, etc.), 599 consumers were interviewed. The results show that the main short-term consequence of browsing behavior is the time spent by consumers in the retail outlet followed by affective reactions, customer satisfaction, and non-planned purchases.

International audience; Cette recherche questionne l’efficacité des stratégies d’enrichissement des offres d’expérience. Un modèle intégrant différents effets de ces stratégies sur le consommateur : émotions positives élémentaires – enchantement – satisfaction – valeur de consommation – intentions comportementales est proposé. Une étude dans le secteur touristique valide empiriquement le modèle mais conduit à rejeter l’hypothèse d’un effet des contextes expérientiels différenciés sur ce modèle.

L’objectif de cette recherche est double : 1° approfondir la connaissance du lien entre un individu et sa région par le biais d’une étude qualitative exploratoire (réalisée sous la forme de seize entretiens individuels semi-directifs et de deux réunions de groupe de huit personnes chacune), et proposer, en conséquence, un nouveau concept spécifique : l’appartenance régionale, définie comme le lien positif et identitaire entre un individu et un espace physique, social et culturel, appréhendé par cet individu comme son territoire régional ; 2° développer une échelle de mesure de ce nouveau concept, fiable, valide, synthétique et généralisable. Pour ce faire, l’étude qualitative exploratoire réalisée a tout d’abord permis de générer un échantillon d’items pour chacune des trois dimensions de ce concept (physique, sociale et culturelle). Quatre collectes de données quantitatives ont ensuite été menées auprès de 1691 consommateurs pour, successivement, purifier puis confirmer l’échelle de mesure développée, établir les validités convergente, discriminante et prédictive de cette échelle (comportant trois dimensions mesurées par douze items) et tester sa validité écologique.

Disponible en ligne sur le site de l'éditeur : http://ram.sagepub.com/content/20/1/21.full.pdf; The main goal of this research is to study some non-transactional consequences of browsing such as subjective knowledge, opinion leadership, and word-of-mouth. Our results from a field study in a retail store validate the hypothesized linkages between browsing and subjective expertise, opinion leadership, and word-of-mouth. Furthermore, our findings point out the relationships between subjective expertise and opinion leadership as well as between opinion leadership and word-of-mouth. Finally, our results highlight that consumer's enduring involvement may be considered as an antecedent of his/her browsing behaviour as well as his/her level of subjective expertise, opinion leadership, and word-of-mouth.; L'objectif principal de cette recherche est d'étudier certaines conséquences non transactionnelles du butinage, telles que l'expertise subjective, le leadership d'opinion et le bouche-à-oreille. Les résultats d'une étude de terrain réalisée au sein d'un magasin valident les liens supposés entre butinage et expertise subjective, leadership d'opinion et bouche-à-oreille. Par ailleurs, nos résultats soulignent les relations existantes entre expertise subjective et leadership d'opinion ainsi qu'entre leadership d'opinion et bouche-à-oreille. Finalement, ceux-ci mettent en évidence que l'implication durable d'un consommateur peut être considérée comme un antécédent de son comportement de butinage ainsi que de ses niveaux d'expertise subjective, de leadership d'opinion et d'activité de bouche-à-oreille.

International audience; Strategies of shelf space allocation for fair trade products in grocery stores.The objective of this research is to identify what shelf space allocation for various categories of fair trade productsin grocery stores could favor store accessibility to these products for conscious consumers who do not buy, or onlyoccasionally, fair trade products: allocation on a dedicated shelf, on the shelves of their categories of products ordouble allocation. The experiment conducted in a store laboratory on two categories of products (coffee and fruitjuices) highlights first the superiority of the double allocation for fair trade products, then the simple allocation ona dedicated shelf, to make these products more accessible and easier to buy as well as to activate their purchases.It also shows that the simple allocation for fair trade products on the shelves of their categories of products is theleast successful alternative in these domains, particularly for fair trade products for which the offer is limited.; L’objectif de cette recherche est d’identifier la (ou les) logique(s) d’implantation des différentes catégories deproduits équitables en GMS qui favoriserai(en)t l’accessibilité en magasin à ces produits, aux consommateurs déjàsensibilisés au commerce équitable mais qui n’en achètent pas ou seulement occasionnellement : implantationsdans un élément dédié, dans leur catégorie de produits d’appartenance, ou simultanément dans ces deux espaces ?L’expérimentation menée au sein d’un magasin laboratoire sur deux catégories de produits (café et jus de fruits)souligne tout d’abord la supériorité de la double implantation des produits équitables, puis de l’implantation simpledans un élément dédié, pour rendre ces produits plus accessibles et plus faciles à acheter, ainsi que pour déclencherleurs achats. Elle montre également que l’implantation simple des produits équitables dans leurs catégories d’appar-tenance est l’alternative la moins performante, particulièrement pour les produits équitables dont l’offre est réduite.

The objective of this research is to identify which shelf space allocation for various categories of fair trade products in grocery stores could favor store accessibility to these products for conscious consumers who do not buy, or occasionally, fair trade products: allocation in a dedicated shelf, in the shelves of their categories of products or double allocation. The experiment conducted in a store laboratory on two categories of products (coffee and fruit juices) highlights first the superiority of the double allocation for fair trade products, then the simple allocation in a dedicated shelf, to make these products more accessible and easier to buy as well as to activate their purchases. It also shows that the simple allocation for fair trade products in the shelves of their categories of products is the least successful alternative in these domains, particularly for fair trade products for which the offer is limited., L'objectif de cette recherche est d'identifier la (ou les) logique(s) d'implantation des différentes catégories de produits équitables en GMS qui favoriserai(en)t l'accessibilité en magasin à ces produits, aux consommateurs déjà sensibilisés au commerce équitable mais qui n'en achètent pas ou qu'occasionnellement : implantations dans un élément dédié, dans leur catégorie de produits d'appartenance, ou simultanément dans ces deux espaces ? L'expérimentation menée au sein d'un magasin laboratoire sur deux catégories de produits (café et jus de fruits) souligne tout d'abord la supériorité de la double implantation des produits équitables, puis de l'implantation simple dans un élément dédié, pour rendre ces produits plus accessibles et plus faciles à acheter ainsi que pour déclencher leurs achats. Elle montre également que l'implantation simple des produits équitables dans leurs catégories d'appartenance est l'alternative la moins performante, particulièrement pour les produits équitables dont l'offre est réduite.

National audience; Are price promotions relevant to promote fair trade products, which price is supposed to guarantee a fair income to small producers? What is the point of view of fair trade conscious consumers who do not buy, or occasionally, fair trade products? A qualitative exploratory study first shows that fair trade products are inconsistent with price promotions as they are perceived differently from non-fair trade products, even if consumers recognize, paradoxically, that price promotions could increase purchases of fair trade products. An experiment realized afterwards in a store laboratory indicates that, fair trade conscious consumers, occasional or non-buyers of fair trade products, behave differently in a purchase situation. They pay attention to these promotions which lead some of them to buy fair trade products in addition to the benefit that it can help small producers. The relative importance of those two motives relies on the intensity of the promotion and the customer profile.; Les promotions-prix sont-elles pertinentes pour promouvoir les produits équitables dont le prix est censé garantir une juste rémunération aux petits producteurs ? Qu'en est-il du point de vue des consommateurs déjà sensibilisés au commerce équitable, mais qui n'achètent pas, ou qu'occasionnellement, ces produits ? Une étude qualitative exploratoire montre tout d'abord que ces consommateurs perçoivent a priori une certaine antinomie entre les promotions-prix et les produits équitables qu'ils appréhendent comme des produits différents des produits conventionnels, même s'ils reconnaissent paradoxalement que les promotions-prix pourraient favoriser l'achat de ces produits. Une expérimentation menée par la suite en magasin laboratoire révèle alors que les consommateurs, déjà sensibilisés au commerce équitable, non-acheteurs ou acheteurs occasionnels de produits équitables, réagissent autrement en situation d'achat. Ils portent attention à ces promotions et certains en profitent pour acheter des produits équitables en raison de la promotion mais aussi pour aider les petits producteurs. Les poids relatifs de ces deux motivations d'achat dépendent alors de l'intensité de la promotion et du profil des consommateurs.

International audience; This study investigates the impact of a retailer's Corporate Social Responsibility (CSR) policy and its price image on retailer personality, along with the impact of these two variables on the consequences of retailer personality: consumers' satisfaction, trust and loyalty toward the retailer (measured by their attitude and future behavioral intentions). Data were collected on a convenience sample of 352 consumers of a French grocery retailer. Using Partial Least Squares analysis (PLS), we show that perceived Corporate Social Responsibility and price image have a significant positive/negative influence on retailer personality traits ("agreeableness" and "conscientiousness"/"disingenuousness") and that Corporate Social Responsibility has also a significant positive influence on the "sophistication" personality trait. For the consequences examined (satisfaction, trust and loyalty to the retailer), we show that Corporate Social Responsibility, price image and retailer personality have a direct or indirect impact on these dependent variables.