Yohan Bernard

Shoppers’ grocery choices in the presence of generalized eco-labelling

To encourage sustainable consumer practices, public policy makers introduce new ecological measures, including mandatory programmes that require companies to provide environmental information about their products, even if the information is not flattering. Few academic studies consider the potential impacts of such mandatory eco-labels on consumer behaviour; the purpose of this paper is to seek to identify conditions in which a generalized eco-label in stores might modify consumers’ purchase choices

Et si les prix n'étaient pas toujours des chiffres dans la tête du consommateur ? L'apport de la ligne numérique mentale

And if prices were not always numerals in the consumers head ? The role of the mental number line The article emphasizes the importance of a form of price memorization by consumers : semantic (or relative) knowledge. Based on the notion of mental number line, a unified conceptual frame is proposed in order to account for this kind of knowledge. The resulting innovative approach helps to understand multiple concepts relative to prices, such as price-images and internal reference prices. Through an experiment, tools for measuring semantic knowledge relating to prices were tested and a first validation of the proposed conceptual model was provided. Several marketing implications of these findings are finally drawn.