Mots-clés
quality assessment
social representations
structural approach
Comment citer
Résumé
Différentes taxonomies ont été proposées afin de catégoriser les indices utilisés par les consommateurs pour évaluer la qualité d’un produit. Toutefois, celles-ci ne tiennent pas compte de la hiérarchie pouvant exister entre ces indices. Au travers de trois études, cette contribution évalue une taxonomie fondée sur l’approche structurale des représentations sociales distinguant des indices centraux et périphériques. Les premiers seraient essentiels alors que les derniers joueraient un rôle secondaire dans l’évaluation de la qualité d’un produit ou concernant les intentions d’achat. Les résultats indiquent que, concernant les intentions d’achat, un point fort lié à une caractéristique centrale du produit peut compenser un point faible lié à une caractéristique périphérique tandis que l’inverse n’est pas possible. De plus cet effet d’interaction est médiatisé par la qualité perçue.
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