Essec\Faculty\Model\Contribution {#2233
  #_index: "academ_contributions"
  #_id: "989"
  #_source: array:26 [
    "id" => "989"
    "slug" => "differences-de-comportement-dachat-entre-des-magasins-laboratoires-reels-et-virtuels"
    "yearMonth" => "2013-07"
    "year" => "2013"
    "title" => "Différences de comportement d'achat entre des magasins laboratoires réels et virtuels"
    "description" => "DESMET, P., BORDENAVE, R. et TRAYNORV, J. (2013). Différences de comportement d'achat entre des magasins laboratoires réels et virtuels. <i>Recherche et Applications en Marketing</i>, 28(2), pp. 71-86."
    "authors" => array:3 [
      0 => array:3 [
        "name" => "DESMET Pierre"
        "bid" => "B00000155"
        "slug" => "desmet-pierre"
      ]
      1 => array:1 [
        "name" => "BORDENAVE R."
      ]
      2 => array:1 [
        "name" => "TRAYNORV J."
      ]
    ]
    "ouvrage" => ""
    "keywords" => array:4 [
      0 => "Comportement d’achat en magasin"
      1 => "Expérimentation"
      2 => "Magasin laboratoire"
      3 => "Magasin Virtuel"
    ]
    "updatedAt" => "2021-02-02 16:16:18"
    "publicationUrl" => "https://journals.sagepub.com/doi/abs/10.1177/0767370113480318?journalCode=rama"
    "publicationInfo" => array:3 [
      "pages" => "71-86"
      "volume" => "28"
      "number" => "2"
    ]
    "type" => array:2 [
      "fr" => "Articles"
      "en" => "Journal articles"
    ]
    "support_type" => array:2 [
      "fr" => "Revue scientifique"
      "en" => "Scientific journal"
    ]
    "countries" => array:2 [
      "fr" => null
      "en" => null
    ]
    "abstract" => array:2 [
      "fr" => "Pour tester des initiatives marketing en magasin (packaging, prix, …), un magasin laboratoire virtuel (3D) offre une alternative attractive sur le plan opérationnel au magasin laboratoire réel. Par une comparaison sur des échantillons contrôlés, cette recherche montre que les mesures attitudinales sont identiques mais aussi qu’il existe des différences significatives sur les comportements en magasin et l’attention au prix et que celles-ci dépendent de l’achat habituel de la marque."
      "en" => "To reduce costs and facilitate implementation, a virtual 3D test store offers an attractive alternative to a physical test store for marketers interested in testing in-store–based marketing initiatives (e.g., packaging, price). With a comparison of controlled samples, this study shows that consumers’ declared attitudes toward the two types of test stores are the same. However, significant differences arise in their in-store purchasing behaviors and level of attention to price information. These differences are moderated by consumers’ habitual purchases of the focal brand. The findings thus have key implications for both marketing research and practice."
    ]
    "authors_fields" => array:2 [
      "fr" => "Marketing"
      "en" => "Marketing"
    ]
    "indexedAt" => "2024-12-22T01:21:46.000Z"
    "docTitle" => "Différences de comportement d'achat entre des magasins laboratoires réels et virtuels"
    "docSurtitle" => "Articles"
    "authorNames" => "<a href="/cv/desmet-pierre">DESMET Pierre</a>, BORDENAVE R., TRAYNORV J."
    "docDescription" => "<span class="document-property-authors">DESMET Pierre, BORDENAVE R., TRAYNORV J.</span><br><span class="document-property-authors_fields">Marketing</span> | <span class="document-property-year">2013</span>"
    "keywordList" => "<a href="#">Comportement d’achat en magasin</a>, <a href="#">Expérimentation</a>, <a href="#">Magasin laboratoire</a>, <a href="#">Magasin Virtuel</a>"
    "docPreview" => "<b>Différences de comportement d'achat entre des magasins laboratoires réels et virtuels</b><br><span>2013-07 | Articles </span>"
    "docType" => "research"
    "publicationLink" => "<a href="https://journals.sagepub.com/doi/abs/10.1177/0767370113480318?journalCode=rama" target="_blank">Différences de comportement d'achat entre des magasins laboratoires réels et virtuels</a>"
  ]
  +lang: "fr"
  +"_type": "_doc"
  +"_score": 8.982854
  +"parent": null
}