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Digitalization has resulted in deep changes to the retail landscape, which have been the subject of extensive research. Most studies have only seen this growing phenomenon as a source of benefits for shoppers. However, this technological optimism runs into problems when the technologies offered by retailers are ignored or abandoned by shoppers. To address this gap, our research investigates how shoppers react to the digitalization of retailing through the prism of ambivalence. A systematic literature review identified a dataset of 108 papers in major journals published between 2005 and 2020. Our critical analysis revealed positive and negative reactions to digitalization among shoppers. Grouping these into pairs of two opposites, we propose an initial conceptualization of shopper ambivalence divided into eight distinct components. We also highlight the components of shopper ambivalence that merit further attention and offer a research agenda accordingly. Finally, our conceptualization may help managers to make sense of the heterogeneous reactions of shoppers to the technologies they offer.

Purpose To cope with online competitors and new consumer behaviors, retailers need to hybrid digital and physical offerings to implement an omni-channel business model. This constitutes a digital transformation of the traditional business model. However, business cases on how traditional retailers are shifting from multi-channel to omni-channel retailing are lacking. This paper aims to explore the different issues and organizational paths during the transformation of a business model. Design/methodology/approach This study is based on a qualitative multiple case study of five retailers with a global reach currently implementing an omni-channel business model. Findings This research sheds light on three main issues encountered by retailers and the different underlying decisions when moving toward an omni-channel business model. The first relates to revenue attribution across channels, which involves rethinking traditional key performance indicators to give incentives to stores when promoting digital offers. The second issue concerns the supply chain decisions associated with cross-channel operations. The third issue relates to the delicate balance between global reach (digital channel) and local reach (specific store) for communication on social media and marketing decisions on pricing. This study provides empirical evidence about the variety of choices that retailers make to cope with the issues during the implementation of an omni-channel business model. Originality/value This work explores the issues faced by established firms when moving toward a new business model that is the hybridization of two existing business model managed separately. It provides comprehensive and clear illustration of how to manage such a business model transformation process that can be used by both business strategy practice and academic research.

Recent research studies have explored what digital platforms do as well as the behaviour they generate among users. This article builds on the existing literature by studying how P2P digital platforms are speeding up market activities and how this acceleration is shaping inter-user relationships. A qualitative ethnographic study was conducted on the secondhand clothing market from 2013 to 2020. Drawing on social acceleration theory, we show how the affordances of digital platforms encourage an acceleration in the pace of life, an acceleration in the renewal of items owned, and a technical acceleration across multiple domains. These accelerations are inciting speed-based competition between users, who must now be more responsive, more trend-conscious, and more savvy than others. The platforms also constitute a particular digital space that invites us to rethink the notion of alienation in various forms, specifically spatial and temporal alienation. In addition to these theoretical contributions, this research offers societal insights that will help users become more aware of the scale of their sped-up activities on digital platforms.

This article aims to present the storytelling analysis methodology and reveals its relevance for marketing research from an organisational perspective. Although marketing has considered different theoretical approaches to storytelling, its methodological dimension remains largely overlooked; exceptions are organisational disciplines of management science, especially organisational theory from which it originated. However, it appears to be a fertile methodology for the study of various research topics and qualitative data in marketing. The storytelling analysis methodology is a way to tap into deeper realities by exploring the symbolism conveyed by stories. This article illustrates its implementation step by step and develops its appeal for marketing research through an investigation of discourses flourishing in organisations. Recommendations, practical tools and a research agenda are suggested for marketing academics interested in the analysis of marketing in its organisational dimension.

PurposeThis research seeks to investigate how in-store mobile use affects store loyalty directly or indirectly via the mediation of store value and whether social influence moderates such relationships.Design/methodology/approachBased on a sample of 862 actual customers from a market research company panel, we used structural equation modelling to test a series of research hypotheses.FindingsThe results show a positive but weak effect of in-store smartphone use on loyalty. This effect is significantly mediated by the store’s hedonic and symbolic value dimensions, but not by its utilitarian value. This research also uncovers significant moderation effects of social influence on the relationships investigated. The effect of in-store smartphone use on store loyalty is stronger when social influence is lower. However, the effects of hedonic and symbolic store value are stronger when social influence is higher.Research limitations/implicationsThis research is carried out in one country (France). It focuses on social influence through in-store mobile phone use; it would also be useful to consider physical social influence.Practical implicationsRetailers should position their stores on specific value dimensions and use social influence appropriately to improve loyalty. For instance, utilitarian value should be offered to customers with low social influence. To prevent negative social influence, retailers could develop “controlled” social influence through their own private mobile app to favour interaction.Originality/valueThis research underlines the critical role of store value and social influence on the relationships between smartphone use and store loyalty. It shows that the effects of value dimensions (utilitarian, hedonic and symbolic) on loyalty differ depending on social influence level.

International audience; Des recherches récentes explorent ce que les plateformes digitales font et font faire aux utilisateurs. Dans leur prolongement, cet article étudie comment les plateformes digitales P2P accélèrent les activités marchandes, et comment cette accélération modèle les relations entre utilisateurs. Une étude qualitative à caractère ethnographique a été menée au sein du marché des vêtements d’occasion de 2013 à 2020. En mobilisant la théorie de l’accélération sociale, nous montrons que les affordances des plateformes digitales encouragent une accélération du rythme de vie, une accélération du renouvellement des objets possédés, et une accélération technique multi-domaines. Ces formes d’accélération aboutissent à une concurrence par la rapidité entre utilisateurs : chacun d’eux se doit d’être plus réactif, plus à la pointe, et plus averti que les autres. De plus, les plateformes constituent un espace digital particulier qui invite à repenser l’aliénation sous plusieurs formes, et notamment l’aliénation par rapport à l’espace et par rapport au temps. Outre ses contributions théoriques, cette recherche offre des contributions sociétales visant à faire prendre conscience aux utilisateurs de l’ampleur de leurs activités marchandes accélérées sur les plateformes digitales.

International audience

International audience; Digitalization seems to be a "mantra" that retailers must follow. This positive outlook is not questioned by practitioners and academics. Building on a literature review on digitalization and local food, we reveal how this retailing trend can be source of paradoxes for consumers, and how these paradoxes are accentuated for local food shopping. Besides, as local foods are the subject of a muddled set of meanings for consumers, we contribute to the literature by providing a light of the concept of “local”.; La digitalisation du commerce de détail semble constituer une stratégie « idéale » à suivre pour tous les détaillants. Cette vision positive n’est que très peu interrogée tant par les praticiens que les chercheurs. A la lumière d’une revue de littérature sur la digitalisation et les produits alimentaires locaux, nous étudions comment cette mutation peut être source de paradoxes pour les consommateurs, et comment ces paradoxes sont renforcés dans le contexte du magasinage de produits alimentaires locaux. Ces derniers font d’ailleurs l’objet d’un ensemble confus de significations pour les consommateurs. Nous contribuons à la littérature en y apportant un éclairage.

International audience; This research sheds light on the way by which new sociotechnical devices (platforms, mobile applications, etc.) reshape exchanges, alter the traditional sociality, weave new relationships with their users and finally alter the role of the consumer in the “shop my closet” practice. By mobilizing a multi-method qualitative approach over a six-year period, this research reveals both the entrepreneurial dimensions of the practice and the “post-sociality” that it participates to sketch.; Cette recherche éclaire la manière dont les nouveaux dispositifs sociotechniques (plateformes, applications mobiles…) remodèlent les échanges, tissent de nouvelles relations avec leurs usagers, transforment les rapports humains et modifient le rôle du consommateur dans la pratique du vide-dressing. Mobilisant une approche qualitative multi-méthodes sur une période de six années, cette recherche révèle à la fois les dimensions entrepreneuriales de la pratique et la « post-socialité » qu'elle participe à construire. Mots-clés : économie collaborative, échanges pair à pair, consommateur-entrepreneur, (post)-socialité, objet épistémique.

This qualitative research adopts a strategy-as-practice perspective to explore the roles of micro-level practices during a business model (BM) innovation process. Using the context of omni-channel retailing for empirical analysis, this research demonstrates that the capabilities required to successfully design and implement a new BM for digital transformation fall within the capacity of managers from middle and lower management levels to develop practices of bricolage. This research demonstrates that business model innovation (BMI) does not only occur through organizational level test-and-learn processes but also relies on micro-level practices of bricolage from lower-level managers within the organization. A BMI is a process in which implementation (top-down) and emergence (bottom-up) are intertwined. Indeed, some micro-level practices of bricolage may be used by top management in the design of the new BM to improve implementation phases.

International audience

International audience; This paper presents a view at glance of the project PICS (which stands for Personal Information Controller Service) that is concerned by personal data protection. More specifically we present a software platform that allows users to control the exchanges between Web-based Personal Information Management Systems (the so-called PIMS that store users’ personal data) and SaaS services (such as e-commerce applications) using a reinforced authentication. The ultimate goal of this platform is to empower users by allowing them to have full control on personal data exchange. Moreover, the platform includes specific components to help users to solve cognitive demanding tasks related to the data protection such as how to properly interpret Terms of Service (ToS) imposed by the SaaS, recall previous users interactions with the SaaS (ex. personal data exchanged with the SaaS and the corresponding term of services), and detect unauthorized use of personal data. The technical solution proposed by PICS is a suitable implementation of the General Data Protection Regulation (GDPR). We present the motivations, challenges and research questions that lead to the technical solution proposed by PICS.

International audience; This research investigates how hedonic evaluation of technological innovation affects directly store revisit intention and indirectly through the mediation of customer satisfaction and shopping experience. The introduction of new technologies in super-and hypermarkets was studied using a quantitative survey undertaken with 257 real customers. Respondents assessed four innovative tools (automatic check-out, Internet kiosk, Smartphone and self-scanning). Structural equation modeling results show that customer hedonic evaluation of technological innovation affects positively store revisit intention. However, while technology pleasantness influences it significantly technology interactivity does not. Furthermore, we establish significant mediation effects of customer overall satisfaction and shopping experience on the relationship investigated. FIMIX-PLS segmentation 1 identifies two specific groups (low and high hedonic technology seekers). This research stresses retail companies to focus on hedonic aspects of innovative technologies offered in the context of store digitalization and to invest in personnel and accompanying measures that enable a smooth use of technological innovations.

This research focuses on the shopping experience involving navigation between real and virtual shopping spaces. The analysis of 35 interviews of consumers allows us to understand and conceptualize this experience in terms of a variety of trajectories experienced as natural and effortless by respondents. Even though the channels are not integrated, the customer’s experience is nonetheless not fragmented, and indeed may be enhanced by the active role played by the consumer. In a contribution to the existing literature, the findings also reveal the importance of the social dimension of the cross-channel shopping experience that enables consumers to stay connected with their private sphere. We also suggest various managerial implications, particularly on how retailers can co-construct new forms of shopping with their customers, and we point out the limitations of shopping that are both seamless and overly formatted.

International audience; Cette recherche porte sur l’expérience de shopping combinant des navigations entre les espaces marchands réel et virtuel. L’analyse de trente-cinq récits de consommateurs permet de comprendre et de conceptualiser cette expérience sous l’angle d’une diversité de trajectoires vécues comme naturelles et sans effort par les répondants. En effet, même si les canaux ne sont pas intégrés, l’expérience vécue par le client n’en est pas pour autant fragmentée. Celle-ci peut même être sublimée par le rôle très actif joué par le consommateur. Les résultats mettent aussi au jour l’importance d’une dimension sociale de l’expérience cross-canal qui permet au consommateur de rester connecté avec sa sphère privée ce qui constitue un apport à la littérature existante. Des pistes de réflexion managériales sont proposées notamment sur la manière dont les professionnels peuvent co-construire des formes inédites de shopping avec leurs clients et sur les limites d’un shopping à la fois « sans-couture » et trop formaté.

International audience; In 2010, collaborative consumption was raised up as a disruptive and even revolutionary mode of consumption. Adopting a theoretical and methodological framework inspired by the praxeology of Pierre Bourdieu, this article offers a study of this transformative prophecy. Qualitative data were collected incrementally and using various methods. Their analysis reveals that consumers identify and adopt these activities above all in practical ways shaped by commercial mechanisms. Although influenced by this consumerist habitus, some collaborative practices are also based on an alternative market mindset. Furthermore, consumers identify a space for practices between which they navigate in dynamic ways. Based on these mechanisms and the level of perceived socialisation inherent in collaborative activities, we propose to discuss the consumerist habitus, the transformative potential of such practices and the challenges ahead for marketing research.

International audience; En 2010, la consommation collaborative a été intronisée en tant que mode de consommation disruptif, voire révolutionnaire. En adoptant un cadre théorique et méthodologique inspiré de la praxéologie de Pierre Bourdieu, ce travail interroge cette prophétie transformative. Des données qualitatives ont été collectées selon différentes méthodes et de manière incrémentale. Leur analyse révèle que les consommateurs distinguent et adoptent ces activités d’abord en exerçant un sens pratique façonné par des dispositions marchandes. Bien qu’influencées par cet habitus consumériste, certaines pratiques collaboratives relèvent également d’une logique de marché alternatif. Les consommateurs identifient en outre un espace de pratiques entre lesquelles ils naviguent de manière dynamique. Ces mécanismes et le degré de socialisation perçue des activités collaboratives permettent de discuter de l’habitus consumériste, du potentiel transformatif des pratiques et des enjeux pour la recherche en marketing.

Face a une tres forte intensite concurrentielle, les distributeurs recherchent de nouveaux leviers de croissance, notamment par le biais d'effets de synergie entre formats. La substitution d'enseignes Champion-Carrefour Market s'inscrit dans ce contexte de rationalisation. Cet article etudie l'impact de cette strategie de valorisation du capital-enseigne sur l'image de marque du distributeur telle qu'elle est percue par les clients.

L’objectif de cette recherche est d’explorer les clefs de la fidelite des adolescentes au point de vente en prenant en consideration leur maniere collective de pratiquer le shopping. Le domaine du pret-a-porter apparait comme un terrain d’application privilegie, puisque les adolescentes y consacrent une part importante de leurs depenses. Une etude qualitative a ete menee aupres de seize adolescentes et de leur groupe d’amies respectif. Le shopping des adolescentes constitue bien un comportement collectif. Les enseignes pourraient adopter une vision plus collective de la fidelite qui se traduirait dans leurs pratiques marketing (programme relationnel, merchandising, theâtralisation du magasin, politique de prix, de communication...) sans pour autant negliger l’adolescente en tant qu’individu. Toutefois, tous les groupes d’adolescentes ne presentent pas la meme structure, et il importe d’identifier celle qui tient le role de leader.

International audience; Retailers might decide to change the store name of their dif-ferent formats in a global corporate-brand-guarantee stra-tegy. As for a brand name change, this decision can haveimpacts on consumer value. This work aims at analyzinghow frequent customers react to the substitution of theirChampion store name into Carrefour Market new labeling.Several qualitative approaches have been used in a two-step methodology: before the change and a few weeks afterit. The image of the new store inherits attributes from both“parents” and several sources of consumer value are dis-closed. The analysis highlights some key factors of successto manage such a challenge.; La substitution d’enseignes peut s’inscrire dans une stra-tégie de marque-enseigne-caution. A l’instar d’un change-ment de marque, cette stratégie créatrice de synergies pré-sente également des risques, liés notamment à la réactiondes clients réguliers de l’enseigne d’origine. Le basculementdes magasins Champion sous l’enseigne Carrefour Marketest étudié avant et après la substitution par plusieurs ap-proches qualitatives. L’image de la nouvelle enseigne hérited’associations provenant de ses deux « parents ». L’analysedes sources de valorisation de la nouvelle enseigne permetde proposer aux managers plusieurs facteurs clés de succèsde la gestion d’une substitution d’enseignes.

International audience; Cette recherche a pour objet d’examiner les conséquences de la crise sur le comportement des consommateurs,d’une part, et sur les stratégies mises en place par les distributeurs, d’autre part. Une étude qualitative, aumoyen d’entretiens semi-directifs, réalisée auprès de consommateurs et d’experts de la distribution met enévidence une démarche de régulation des achats, appelée « wise shopping ». Cette dernière est associée àdes attitudes ambiguës à l’égard des promotions et des distributeurs, à l’origine de trop de tentations. Dans ce contexte, les distributeurs mettent en place simultanément des stratégies défensives classiques basées sur la promotion des ventes et d’autres offensives, plus originales visant à regagner la confiance des consommateurs enmodifiant l’assortiment et l’agencement du magasin.

Background. This study aimed to find the best possible approach to neurotherapy for stuttering. Method. Five right-handed Dysfluent Speakers and five right-handed Fluent Speakers were compared before dysfluent and fluent speech onset with electrical event related potentials. EEG electrodes were at inferior frontal, precentral, and temporoparietal locations on each hemiscalp. Participants processed two words displayed consecutively at center screen, the first or second of which was to be uttered aloud according to the subsequent command digit being 1 or 2. Results. The Fluent Speakers manifested significant left hemisphere contingent negative variations (CNVs) prior to the words and the contingency stimulus. The Dysfluent Speakers presented overall smaller CNVs that were more marked over the right hemisphere than left. This pattern was observed before both their stuttered and fluent words, with the former differing significantly from the fluent speakers hemispheric CNV pattern. Conclusion. These r...

Objectives: To develop a 10-minute cognitive screening tool (Montreal Cognitive Assessment, MoCA) to assist first-line physicians in detection of mild cognitive impairment (MCI), a clinical state that often progresses to dementia. Design: Validation study. Setting: A community clinic and an academic center. Participants: Ninety-four patients meeting MCI clinical criteria supported by psychometric measures, 93 patients with mild Alzheimer's disease (AD) (Mini-Mental State Examination (MMSE) score≥17), and 90 healthy elderly controls (NC). Measurements: The MoCA and MMSE were administered to all participants, and sensitivity and specificity of both measures were assessed for detection of MCI and mild AD. Results: Using a cutoff score 26, the MMSE had a sensitivity of 18% to detect MCI, whereas the MoCA detected 90% of MCI subjects. In the mild AD group, the MMSE had a sensitivity of 78%, whereas the MoCA detected 100%. Specificity was excellent for both MMSE and MoCA (100% and 87%, respectively). Conclusion: MCI as an entity is evolving and somewhat controversial. The MoCA is a brief cognitive screening tool with high sensitivity and specificity for detecting MCI as currently conceptualized in patients performing in the normal range on the MMSE.

Purpose This chapter addresses the concept of loyalty from a consumer culture theory perspective. Methodology We investigated loyalty in the context of annual (French) music festivals and their ritualized meanings for consumers with a multi-method approach, both qualitative and quantitative methods. Findings From our study loyalty appears as: (a) social rather than individual; (b) outcome of a social evaluation of emotional experiences rather than individual satisfaction; (c) temporally and (d) spatially structured and structuring. This stands in contrast to dominant conceptualizations of loyalty that emphasize individual’s satisfaction as antecedent of loyalty. Originality/value Our findings take off from Fournier and Yao’s (1997) and Fournier’s (1998) suggestions that loyalty can be reconceptualized as relationships. However, we argue that these relationships are as much a matter of social relations between people than between people and brands (or brands as anthropomorphized by brand communities) that are performed ritually and repetitively. This research highlights the necessity to reconsider both the definition of loyalty and organizations’ main loyalty strategies, which are individual-centric and do not consider the social and cultural environment of consumers.

Twenty-four men and 24 women, all university students, judged whether two-point aesthesiometric applications, either both to the same palm (intramanual condition) or one to each palm (intermanual condition) were of the “same” or “different” spans. The main question was to determine the extent to which there is a loss of accuracy during intermanual comparisons, and by inference, interhemispheric relay. A second question, the extent to which this loss is a function of the difficulty of the task, was to be answered by the inclusion of span-differences above, at, and below threshold. Difficult trials were associated with a highly significant intramanual advantage of 4.74%, and easy trials with a non-significant intramanual advantage of 1.16%. For both intra- and intermanual conditions, subjects made more errors as a function of decreasing “span-difference”. The two hands performed equally well, and the order of stimulation between the two hands made no difference in the results. The intramanual advantage could not be construed as an effect of response set (i.e., an artefact of subject's inherent bias for “same” or “different” judgments), nor as a scaling effect (e.g., of span scales relating to receptive field properties, relating in turn to interhemispheric relay). There was no evidence of a sex difference in basic ability, nor in the cost of hemispheric relay. It was concluded that there is a loss of precision in interhemispheric relay of somaesthetic discrimination, but this can only be detected close to threshold.

International audience; Fidéliser leur public constitue une priorité pour les organisateurs de festivals en raison d’une offre pléthoriqueet de la réduction des subventions et du mécénat. Mais lanature sociale de la consommation culturelle complexifiela décision de fréquentation. L’influence des accompagnateurs sur la fidélité des festivaliers est étudiée par lebiais de méthodologies qualitative et quantitative auprèsdu public des quatre principaux festivals français demusiques actuelles. Les résultats montrent le rôle centraldes accompagnateurs dans les processus de satisfaction,d’attachement et de fidélité. Ceci plaide pour de nouvellesstratégies de fidélisation visant à ritualiser la fréquentation, à créer un véritable « monde» autour du festivalet à s’appuyer sur les festivaliers les plus attachés aufestival pour transmettre les rites de la communauté.