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Le risque de l'implicite dans un cas d'innovation en faveur de l'écologie

Abstract : This article introduces exploratory research on the impact of the implicit on speech. Based on applied research on the measure of participants' attitudes in focus groups toward an ecological innovation, an analysis based on inferences from speech and a comparison with explicit elements of the study were set up. Implicit attitudes were generally congruent with explicit attitudes expressed by participants. This exploratory research helps in understanding the risks of the partial study of speeches, and shows the influence of implicit cognitions on marketing and management strategies.
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Submitted on : Wednesday, May 21, 2014 - 12:06:58 PM
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Blandine Hetet, Jean-Michel Moutot, Jean-Pierre Mathieu. Le risque de l'implicite dans un cas d'innovation en faveur de l'écologie. Innovations - Revue d’économie et de management de l'innovation, De Boeck Supérieur, 2013, pp.65-81. ⟨10.3917/inno.040.0065⟩. ⟨hal-00994312⟩



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