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Innover dans le secteur traditionnel : l’importance de l’authenticité et de la typicalité perçues

Abstract : This article deals with consumers’ perceptions of innovative traditional products. Using food products, it studies how innovation (on flavour or packaging, incremental or radical) on traditional products influences two main variables of the consumers’ decision process: the perceived authenticity and typicality. After a literature review, we set up an experiment with 383 participants to test the effect of both the food product flavour and its packaging. The results confirm the holistic judgment for typicality and the highest perceived typicality of the flavor / packaging incremental combination. The results also show that incremental packaging innovation positively influences the origin dimension of authenticity. In addition, radical flavor innovation positively influences the singularity dimension of authenticity. Finally, we identify a positive relationship between typicality, the projection and singularity dimensions of authenticity and product attitude.
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https://hal-audencia.archives-ouvertes.fr/hal-01134175
Contributor : Sylvia Cheminel <>
Submitted on : Monday, March 23, 2015 - 10:05:28 AM
Last modification on : Monday, July 6, 2020 - 3:39:34 PM

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Gaëlle Pantin-Sohier, Caroline Lancelot Miltgen, Sandra Camus. Innover dans le secteur traditionnel : l’importance de l’authenticité et de la typicalité perçues. Décisions Marketing, Association Française du Marketing, 2015, pp.63-84. ⟨10.7193/DM.077.63.84⟩. ⟨hal-01134175⟩

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