Consumers' and Professionals' Responses to Situations Raising Ethical Questions

In this study we have attempted, in collaboration with an agrifood company, to compare and contrast the responses of consumers and professionals to the same set of situations raising ethical questions, in order to highlight the differences and the similarities of viewpoint between these two groups of stakeholders. In order to do this, we constructed multi-stakeholder scenarios comprising a description of the situation and the various possible approaches to managing the situation. We constructed two scenarios, dealing with the origin of the gelatin used in the company's products and the company's product information on livestock feed (GMO). This allowed us to: - study the extent of the professionals' ethical perceptions and the possible compromises between ethical values and business interests in the decision-making process. - compare and contrast the ethical perceptions of consumers and professionals. In the first part we discuss the exploratory phase which enabled us to construct the scenarios. In the second part we compare the ethical value of the decisions suggested for each scenario according to consumers and professionals and the probability of adopting the various decisions according to professionals. The third part compares consumers' and professionals' responses on the matching of each decision to consumer expectations and on the decision which would appear to them to be ideal. If there is a convergence between consumers and professionals in relation to the ethical classification of the various decisions, we can note, however, that consumers' expectations with regard to ethics are little understood by professionals. This study leads to a better understanding of the significance of considerations of an ethical nature in consumer perceptions and allows them to be compared and contrasted with the ethical judgments of professionals. It gives professionals a better insight into consumer expectations on sensitive issues and highlights certain differences between consumer expectations and managers' suggestions.Food, ethics, consumer expectations, GMO, Institutional and Behavioral Economics,

Consumers’ and Professionals’ Responses to Situations Raising Ethical Questions

In this study we have attempted, in collaboration with an agrifood company, to compare and contrast the responses of consumers and professionals to the same set of situations raising ethical questions, in order to highlight the differences and the similarities of viewpoint between these two groups of stakeholders. In order to do this, we constructed multi-stakeholder scenarios comprising a description of the situation and the various possible approaches to managing the situation. We constructed two scenarios, dealing with the origin of the gelatin used in the company’s products and the company’s product information on livestock feed (GMO, genetically modified organisms). This allowed us to: - study the extent of the professionals’ ethical perceptions and the possible compromises between ethical values and business interests in the decision-making process. - compare and contrast the ethical perceptions of consumers and professionals. In the first part we discuss the exploratory phase which enabled us to construct the scenarios. In the second part we compare the ethical value of the decisions suggested for each scenario according to consumers and professionals and the probability of adopting the various decisions according to professionals. The third part compares consumers’ and professionals’ responses on the matching of each decision to consumer expectations and on the decision which would appear to them to be ideal. If there is a convergence between consumers and professionals in relation to the ethical classification of the various decisions, we can note, however, that consumers’ expectations with regard to ethics are little understood by professionals. This study leads to a better understanding of the significance of considerations of an ethical nature in consumer perceptions and allows them to be compared and contrasted with the ethical judgments of professionals. It gives professionals a better insight into consumer expectations on sensitive issues and highlights certain differences between consumer expectations and managers’ suggestions.Food, ethics, consumer expectations, GMO

Proposition d'une échelle de mesure multidimensionnelle de la confiance dans la marque

International audienceCet article propose une définition de la confiance dans la marque selon trois dimensions (crédibilité, intégrité et bienveillance), qui s'appuie sur les recherches menées en psychologie sociale et en marketing. Une échelle de 8 items est ensuite testée sur deux échantillons de consommateurs (300 et 937 personnes). Les indicateurs classiques de validation attestent la qualité de l'échelle. Une relation positive forte est obtenue entre confiance dans la marque et engagement du consommateur

Le contrat de communication « Fournisseur d'accès — internautes »: une recherche exploratoire

International audienceCette recherche sémiotique met en avant, par l'analyse de la communication des Fournisseurs d'Accès à Internet (FAI), la spécificité du contrat de communication sur le web, avec l'implication d'un contrat d'interactivité. L'architecture complexe des promesses et des services mise en oeuvre par les FAI dans leur communication conduit les auteurs à souligner l'intérêt de combiner la sémiotique et l'approche relationnelle du marketing pour comprendre les spécificités de la communication sur le web

Consumers' and Professionals' Responses to Situations Raising Ethical Questions

In this study we have attempted, in collaboration with an agrifood company, to compare and contrast the responses of consumers and professionals to the same set of situations raising ethical questions, in order to highlight the differences and the similarities of viewpoint between these two groups of stakeholders. In order to do this, we constructed multi-stakeholder scenarios comprising a description of the situation and the various possible approaches to managing the situation. We constructed two scenarios, dealing with the origin of the gelatin used in the company's products and the company's product information on livestock feed (GMO). This allowed us to: - study the extent of the professionals' ethical perceptions and the possible compromises between ethical values and business interests in the decision-making process. - compare and contrast the ethical perceptions of consumers and professionals. In the first part we discuss the exploratory phase which enabled us to construct the scenarios. In the second part we compare the ethical value of the decisions suggested for each scenario according to consumers and professionals and the probability of adopting the various decisions according to professionals. The third part compares consumers' and professionals' responses on the matching of each decision to consumer expectations and on the decision which would appear to them to be ideal. If there is a convergence between consumers and professionals in relation to the ethical classification of the various decisions, we can note, however, that consumers' expectations with regard to ethics are little understood by professionals. This study leads to a better understanding of the significance of considerations of an ethical nature in consumer perceptions and allows them to be compared and contrasted with the ethical judgments of professionals. It gives professionals a better insight into consumer expectations on sensitive issues and highlights certain differences between consumer expectations and managers' suggestions

Marketing issues for non-degree UK higher education: The case of foundation degrees

This article discusses the contribution of the foundation degree to the brand values of United Kingdom higher education. The article highlights a failure of care in the construction and promotion of this product from a marketing perspective. The article argues for clarity of purpose and a greater veracity in the claim of parity of esteem for vocational qualifications. It concludes by offering a marketing proposal for the Foundation Degree

Marketing issues for non-degree UK higher education: The case of foundation degrees

This article discusses the contribution of the foundation degree to the brand values of United Kingdom higher education. The article highlights a failure of care in the construction and promotion of this product from a marketing perspective. The article argues for clarity of purpose and a greater veracity in the claim of parity of esteem for vocational qualifications. It concludes by offering a marketing proposal for the Foundation Degree