Sophie Rieunier

The effect of hyperchoice on the consumer and the moderating effect of the brand: an application in the jewelry market

The objective of this research is to study the reactions of consumers when faced with a hyperchoice situation. Two experiments were carried out, varying the number of products displayed in a jewelry department. The results show that increasing the number of products has a positive effect on the perception of price and the sensation of choice, but a negative effect on the attractiveness of the showcase, the perception of quality, the perception of product originality, and the desire to make a choice. However, these effects of hyperchoice are largely attenuated by the presence of a brand.

Mieux comprendre les comportements alimentaires grâce au concept de perception du risque nutritionnel

Le comportement nutritionnel des populations est une priorité pour les pouvoirs publics. En effet, les maladies associées sont la première cause de mortalité dans le monde. Dans un souci de santé publique, il est essentiel de mieux comprendre la Perception du Risque Nutritionnel par le consommateur (PRN), car elle influence l’intention comportementale d’après le modèle de la motivation à se protéger (Maddux et Rogers, 1983 ; Rogers, 1975). A travers une synthèse de la littérature et une étude qualitative, cet article clarifie le concept de PRN, explore de potentiels facteurs explicatifs ou modérateurs, et identifie des pistes de recherche. Il montre que la PRN ne tient pas seulement aux caractéristiques du produit (rôle de la naturalité perçue), mais aussi au contexte de consommation (rôle de la commensalité) et d’achat (rôle de l’hyperchoix).

Favoriser le don d’organes grâce à « l’intensité de la discussion » avec les proches : rôle de la superstition, du tabou de la mort et de variables de personnalité

En France, plus de 16 000 patients espèrent chaque année recevoir un don d’organes, un tiers seulement sont réellement greffés et 500 personnes décèdent avant d’être appelées pour une greffe. Or, on pourrait considérablement améliorer le nombre de dons en incitant les détenteurs de cartes de donneurs à en discuter avec leurs proches. L’objectif de cette recherche est de développer une meilleure compréhension des comportements de discussion avec les proches concernant sa décision de donner ses organes post-mortem. A cet effet, une étude quantitative auprès d’un large échantillon de 11 235 détenteurs d’une carte de « donneurs d’organes » a été réalisée. Par rapport aux travaux antérieurs, ce travail présente deux contributions principales. D’une part, il montre que l’intensité de la discussion avec les proches a un impact sur la confiance du donneur dans le respect de ses volontés. D’autre part, il montre la nécessité de prendre en compte des déterminants individuels tels que le tabou de la mort, la superstition et l’extraversion pour mieux comprendre l’intensité de la discussion entre proches. Notre recherche confirme par ailleurs l’impact de l’altruisme sur le comportement de discussion du don d’organes. A la lumière des résultats, des implications managériales sont proposées.

Towards a better understanding of eating behaviour through the concept of Perception of Nutritional Risk

The general public’s nutritional behaviour is a priority of public-health authorities. Associated diseases are the prime cause of mortality worldwide. For reasons of public health, a better understanding of the consumer Perception of Nutritional Risk (PNR) is essential, since this, according to the protection motivation theory, influences behavioural intention (Maddux and Rogers, 1983; Rogers, 1975). Following a review of the literature and qualitative research, the present article endeavours to clarify the concept of PNR, explore potential explanatory or moderating factors, and identify leads for future research. We show that PNR depends not solely on the product characteristics (role of perceived naturalness), but also the consumption situation (role of commensality) and purchasing conditions (role of hyperchoice).

Promoting organ donation through the ‘intensity of discussions’ with next of kin: role of superstition, taboo of death and personality variables

In France, more than 16,000 patients hope to receive a donated organ each year. Only one third of these patients receive transplants and 500 people die before being called for a transplant. However, the number of donations could be increased considerably by encouraging donor card holders to discuss the subject with their families. The objective of this research is to develop a better understanding of discussion behaviours with families regarding a decision to donate one’s organs post mortem. To this end, a quantitative survey was carried out on a broad sample of 11,235 holders of organ donor cards. This work introduces two main contributions in relation to previous work. First, it demonstrates that the intensity of discussions with next-of-kin has an impact on the donor’s confidence in having their wishes respected. Second, it demonstrates the need to take into account individual determinants such as the taboo of death, superstition and extraversion in order to better understand the intensity of discussions with next-of-kin. Our research also confirms the impact of altruism on discussions about organ donation. In light of our results, managerial implications are proposed below.

Nonprofit Brands: The Importance of Brand Image in Charitable Giving

A better understanding of donation behavior is vital for all nonprofit organizations that depend on public generosity for survival. For some, public donations represent more than 50% of their operating budgets. In order to more clearly explain donation behaviors, marketing researchers have identified three key factors. First, there are variables linked to individual characteristics: socio-demographic factors (Bennett 2003; Grande and Vavra 1999; Kottasz 2004; Van Slike and Brooks 2005), personality variables (Eveland and Crutchefield 2004), personal values (Grande and Vavra 1999; Sargeant and Hilton 2005) and motivations (Mathur 1996). Secondly, there are variables linked to the stimulus used to solicit donations (Sargeant 1999; Sargeant and Jay 2004) and emotional states such as fear or guilt generated by the stimulus (Lindsey 2005 and 2007; Richardson and Chapman 2005). Finally, there are variables linked to perceptions of the association: brand image (Bennett and Gabriel 2003), reputation (Bennett and Gabriel 2003) and brand personality (Venable et al. 2005; Sargeant et al. 2008). Names of nonprofit organizations, as a form of identification, serve as a signpost for donors, function as a guarantee and can play a significant role in the decision-making process behind charitable giving. However, it is interesting to determine the dimensions of the brand image which have the most impact on giver behavior. Consequently, this study aims to develop a specific scale of charities’ brand image and test the influence of nonprofit image on intention to take part in the organization (intention to volunteer, donate money, buy fundraising products).