Waves, reflexive waves and the mirror effect: how the firms’ strategic behaviors and interaction influence consumers’ behavior in emergent market context

Abstract

International audienceOur research tried to spot light on a possible interaction between the consumers’ behaviors and the strategic firms’ behavior. This latter can be considered as a wave that triggers some consumers’ behaviors, i.e., reflexive waves and at the same time inspires these consumers to replicate the firms behaviors with its competitors, this is what we call the mirror effect. Our case study reveals interesting results of a possible impact of the firms’ strategic behaviors on the consumers’ behaviors, such as the consumer’s oppositional loyalty and resistance