On Monday April 29, 2019, Caroline CUNY, a marketing specialist at theInstitut de Recherche en Gestion et Économie (IREGE) atUniversité Savoie Mont Blanc (USMB), will defend her habilitation to direct research (HDR) on her work "Understanding consumer behavior according to embodied and situated cognition: contributions of the Act-In model".
The defense will take place at 2:30 pm in room 103, at IREGE in the IAE Savoie Mont Blanc building on the Annecy campus .
SUMMARY
The work presented focuses on investigating the effects of interactions between perceptual and memetic processes on marketing variables (satisfaction, preference, choice) using the theoretical framework of the single, multidimensional, situated model of memory (Act-In, Versace et al., 2014). They explore how different sensory perception processes can impact the way consumers apprehend marketing actions that stimulate them, but also how experience arises in response to this stimulation and what psychological mechanisms are at work at the precise moment of stimulation, recollection and action. These studies help to demonstrate that the memory representations reactivated by the characteristics of a product and its evaluation by the consumer, and those activated by the perception of the product itself, interact in such a way that the final evaluation of the product does not correspond to a simple superimposition of perceptual effects, but to specific combined perception-memory effects. In this sense, perception is holistic, contextual, embodied in the senses, and influenced at a very early stage by consumers' prior experience with products.