Présentation des prix dans les catalogues de jouets et traitement cognitif des prix induits chez les enfants.

International audienceThis research deals with the different ways to present price in a sample of toys' catalogues. It first focuses on the writing process of Christmas list by children and more precisely on their use of catalogues. If they use catalogues we wonder if children pay attention to prices. Secondly, an elaborate analysis of price display in catalogues allows determining cognitive processes infer on children depending on the various price presentation technics.Dans cette recherche, nous nous intéressons aux différentes présentations de prix dans des catalogues de jouets. Nous nous focalisons tout d'abord sur le processus de « rédaction » de la liste de Noël chez les enfants et, en particulier, leur recours au catalogue et aux prix qu'il comporte. Une analyse circonstanciée de l'affichage des prix dans ces différents supports permet ensuite de déterminer les processus cognitifs induits chez les enfants suivant les différentes techniques de présentation des prix

La place du prix dans la socialisation de l'enfant-consommateur

International audienceCet article s’intéresse à la place du prix dans le processus de socialisation du jeune consommateur. Il propose une synthèse des connaissances relatives aux capacités et processus liés au prix nécessaires à l’enfant pour participer aux échanges marchands. Le traitement des prix y est abordé sous différents angles : celui des compétences et des savoirs de l’enfant et celui de son utilisation en tant que consommateur – actuel et futur –, acheteur et prescripteur. Il considère également le rôle conjoint du prix et des autres variables du marketing mix dans l’expérience commerciale de l’enfant. Cette synthèse conduit à suggérer dix propositions de recherche

Effets de forme et de terminaison des prix : une comparaison enfants – adultes

This paper presents a comparison of the effects of price presentation to child and adult populations, in terms of form (round versus odd prices) and ending. It highlights contrasting results about prices allocation on their level and also some commonalities between the two populations results. Children more than adults opt for round prices in the case of products with low value price while the two populations (children and adults) agree on a less frequent use of decimal prices for higher unit value products). The study also underlines the plebiscite for a zero-ending in the case of decimal prices, particularly for products with low unit value.Cette étude propose une comparaison des effets de la présentation des prix sur deux populations (enfant et adulte), sur le plan de la forme (prix rond versus avec décimales) et de la terminaison. Elle permet de mettre en évidence des résultats contrastés quant à l’attribution de prix selon le niveau de prix des produits et également certains points communs entre les deux populations. Les enfants optent ainsi davantage que les adultes pour les prix ronds dans le cas des produits à faible valeur unitaire tandis que les deux populations (enfant et adulte) s’accordent sur un recours moins fréquent aux prix décimaux pour les produits à plus forte valeur unitaire. L’étude souligne également le plébiscite pour la terminaison nulle dans le cas des prix décimaux, particulièrement pour les produits à faible valeur unitaire

Exploring emotional traces in families’ recollection of experiences

International audiencePurpose From experiences recollections, this study aims to explore the place of emotions in the souvenir’s step of the family consumption process of luxury hotels stays. Design/methodology/approach To explore the emotional dimension, this exploratory research is based on a triple qualitative approach (software, manual and a psychology-based approach). In total, 1,055 e-reviews, following a family stay in four- and five-star hotels, were collected. Findings The findings highlight an omnipresent emotional dimension in the recollections of experiences of consumers who have travelled with their families. These emotional traces differ according to the hotel’s positioning. Overall, positive emotions are much more prominent in the most luxurious hotels, while negative emotions are more related to the four-star hotels. Moreover, the four-star hotels reviews mainly associate emotions with the tangible aspects of the offer. Those in five-star hotels are more structured through intangible aspects. Research limitations/implications The study of family decision-making dynamic, with a focus on the role of each family member, is a first perspective. That of experiences recollections apart from the digital approach is also to be considered. Practical implications On the one hand, the objective is to extend the literature about the role of emotions in a service consumption process, and especially in a family context, trying to understand the post-purchase step of these customers. On the other hand, it is interesting for hotel managers to identify to which aspects of the offer (e.g. comfort, room, catering, decoration) the emotional traces that have remained in the customers’ memory are associated. Originality/value This study considers the family unit in a new way, that of its emotional memories’ traces of luxury hotels experiences. The post-consumer stage of the purchase process based on many spontaneous online reviews analysis is investigated

Children’s price knowledge

Purpose – This research aims to evaluate young consumers’ knowledge of everyday product prices. Despite a large body of research on the child as consumer, few studies examine price. Design/methodology/approach – The study employs a quantitative methodology and administered questionnaires that target a sample of 224 primary school French children. Findings – The various employed measures help shed light on the pricing aspect of children’s consumption processes. In particular, the results show that although price recall is relatively weak, children become familiar with the order of price magnitudes and classify products according to their price level. Research limitations/implications – A future research could integrate that the children should be affected by internal reference price in the various tasks. Future studies could introduce other variables in the tests, such as children’s commercial experience and their experience with the stores they know. Practical implications – Firms should adapt their pricing strategies to the expectations of children, not only adults or parents, both for the products that directly pertain to them and for those they might recommend. This research offers managers additional insights into how to communicate about prices, taking into account current customer heterogeneity. Originality/value – Realized measurements reflect children’s capacities to react to the prices of mass-consumed goods and clarify whether the child is able to identify or reduce his consideration set among some alternatives of choice according to his price knowledge level

Des dessins aux packagings : identification des leviers de communication pour sensibiliser les enfants à la consommation d’insectes

International audienceDES DESSINS AUX PACKAGINGS : IDENTIFICATION DES LEVIERS DE COMMUNICATION POUR SENSIBILISER LES ENFANTS A LA CONSOMMATION D’INSECTESRésumé : La présente communication souligne les premiers résultats d’une double étude qualitative visant à identifier des leviers de communication pour favoriser l’adoption de l’entomophagie par les enfants. La première, basée sur des dessins et des entretiens, repère les représentations que les enfants ont des insectes, d’un individu mangeant des insectes ainsi que d’un repas à base d’insectes. La seconde, fondée sur des focus group avec présentation de packagings, montre une attitude favorable des enfants à leur égard. Ces premiers résultats confirment que les enfants sont moins néophobiques que les adultes et invitent à poursuivre les travaux sur les leviers de communication à mobiliser pour faciliter l’adoption de cette nouvelle pratique alimentaire au sein des familles. Mots clefs : Enfants ; dessin ; entomophagie ; insectes ; leviers de communicationFROM DRAWINGS TO PACKAGING: IDENTIFYING THE COMMUNICATION LEVERS TO RAISE CHILDREN’S AWARENESS TO INSECT CONSUMPTIONAbstract: This paper highlights the initial results of a twofold qualitative study aimed at identifying communication levers to promote the adoption of entomophagy by children. The first, based on drawings and interviews, shows the representations that children have of insects, of an insect eater and of an insect-based meal. The second one, based on focus groups with presentation of packaging, shows a favorable attitude of the children towards them. These first results confirm that children are less neophobic than adults and invite further work on the communication levers to be mobilized to facilitate the adoption of this new food practice within families. Keywords: children; drawings; entomophagy; insects; communication lever

What Advertising Levers can be Used to Encourage Children to Eat Insects? An Approach Based on Drawings

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