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Penser le silence dans un monde de bruits : conceptualisation, fonctions et valeurs associées au silence dans l'expérience du consommateur

EPISODE · Jun 24, 2025 · 3 MIN

Penser le silence dans un monde de bruits : conceptualisation, fonctions et valeurs associées au silence dans l'expérience du consommateur

from Management Stratégique · host FNEGE MEDIAS

Cette thèse par articles développe une conceptualisation du silence en marketing, un phénomène jusqu’ici peu exploré malgré sa présence croissante dans les expériences de consommation. Elle propose une définition conceptuelle, analyse son rôle dans le travail identitaire des consommateurs, puis démontre à travers une étude quantitative ses effets positifs sur la perception des marques en contexte de service.

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Penser le silence dans un monde de bruits : conceptualisation, fonctions et valeurs associées au silence dans l'expérience du consommateur

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