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La dynamique décisionnelle dans le couple

Ronan Divard
Recherche et Applications en Marketing
Vol. 12, No. 1 (1997), pp. 69-88
Stable URL: http://www.jstor.org/stable/40589619
Page Count: 20
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Since scans are not currently available to screen readers, please contact JSTOR User Support for access. We'll provide a PDF copy for your screen reader.
La dynamique décisionnelle dans le couple
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Abstract

Le but de cet article est d'explorer la manière dont sont adoptées les décisions d'achat au sein du couple. Les mécanismes qui permettent de passer de préférences individuelles, souvent divergentes, à des choix concernant l'unité conjugale sont analysés. C'est ainsi que sont analysées les sources du désaccord, son volume, ses déterminants, son traitement, les déterminants des modes de traitement de désaccord et les résultats au désaccord. The purpose of this paper is to explore the way in which purchasing decisions are made within the couple. The processes which enable the transition from individual preferences, which are often divergent, to choices concerning the marital unit are analysed at length and the implications for future research are clearly highlighted.

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