No abstract

The general public's nutritional behaviour is a priority of public-health authorities. Associated diseases are the prime cause of mortality worldwide. For reasons of public health, a better understanding of the consumer Perception of Nutritional Risk (PNR) is essential, since this, according to the protection motivation theory, influences behavioural intention (Maddux and Rogers, 1983; Rogers, 1975). Following a review of the literature and qualitative research, the present article endeavours to clarify the concept of PNR, explore potential explanatory or moderating factors, and identify leads for future research. We show that PNR depends not solely on the product characteristics (role of perceived naturalness), but also the consumption situation (role of commensality) and purchasing conditions (role of hyperchoice).

Purpose -T he aim of this essay is to perform a historical analysis of the Brand Management System (BMS) in order to understand why and how, over the past century, the BMS has become the dominant marketing organizational model across Western countries and sectors and what the lessons are that can be learned from history to enlighten its current changes in today's digitized environment. Me thodology/approach -Building on Low and Fullerton's work (1994), the paper traces the evolution of the BMS from its creation in the 1930s to the recent digital era. Data from various sources -research papers, historical business books, case studies, newspaper articles, and internal documents -is analyzed to inform an intellectual historical analysis of the BMS's development. Findings -The paper uses the prism of institutional isomorphism to highlight four distinct periods that show that the BMS has gradually imposed itself on the Western world and managed to adapt to an ever-changing environment. Moreover, it shows that, in the current digital age, the BMS is now torn between two opposing directions: T he brand manager should act as both absolute expert and galvanic facilitator and the BMS needs to reinvent itself once again. O riginality/value -This paper provides a broad perspective on the BMS function to help marketing scholars, historians, and practitioners gain a better understanding of the issues currently facing the BMS and its relevance in the digital age.

HAL is a multi-disciplinary open access archive for the deposit and dissemination of scientific research documents, whether they are published or not. The documents may come from teaching and research institutions in France or abroad, or from public or private research centers. L'archive ouverte pluridisciplinaire HAL, est destinée au dépôt et à la diffusion de documents scientifiques de niveau recherche, publiés ou non, émanant des établissements d'enseignement et de recherche français ou étrangers, des laboratoires publics ou privés.

To cite this version:M.-E. Laporte, Géraldine Michel, Sophie Rieunier. Mieux comprendre les comportements alimentaires grâce au concept de perception du risque nutritionnel. Article RAM janvier 2015 (volume 30 n°1)Mieux comprendre les comportements alimentaires grâce au concept de perception du risque nutritionnel Marie-Eve LaporteLaboratoire GREGOR, IAE Paris I Panthéon Sorbonne Géraldine MichelLaboratoire GREGOR, IAE Paris I Panthéon Sorbonne Sophie Rieunier Laboratoire GREGOR, IAE Paris I Panthéon SorbonneLes auteurs remercient le rédacteur en chef Joël Brée et les trois lecteurs anonymes pour leurs commentaires constructifs qui ont profondément amélioré cet article.Mieux comprendre les comportements alimentaires grâce au concept de perception du risque nutritionnel RESUME : Le comportement nutritionnel des populations est une priorité pour les pouvoirs publics. En effet, les maladies associées sont la première cause de mortalité dans le monde.Dans un souci de santé publique, il est essentiel de mieux comprendre la Perception du Risque Nutritionnel par le consommateur (PRN), car elle influence l'intention comportementale d'après le modèle de la motivation à se protéger (Rogers, 1975 ;Maddux et Rogers, 1983). A travers une synthèse de la littérature et une étude qualitative, cet article clarifie le concept de PRN, explore de potentiels facteurs explicatifs ou modérateurs, et identifie des pistes de recherche. Il montre que la PRN ne tient pas seulement aux caractéristiques du produit (rôle de la naturalité perçue), mais aussi au contexte de consommation (rôle de la commensalité) et d'achat (rôle de l'hyperchoix). Mots-clés :Alimentation, allégations nutritionnelles, commensalité, comportement du consommateur, hyperchoix, hyperchoix, naturalité, risque nutritionnel Toward a better understanding of eating-behaviour through the concept of Perception of Nutritional Risk ABSTRACT: The general public's nutritional behaviour is a priority of public-health authorities. Associated diseases are the prime cause of mortality worldwide. For reasons of public health, a better understanding of the consumer Perception of Nutritional Risk (PNR) is essential, since this, according to the protection motivation theory, influences behavioural intention (Maddux and Rogers, 1983; Rogers, 1975). Following a review of the literature and qualitative research, the present article endeavours to clarify the concept of PNR, explore potential explanatory or moderating factors, and identify leads for future research. We show that PNR depends not solely on the product characteristics (role of perceived naturalness), but also the consumption situation (role of commensality) and purchasing conditions (role of hyperchoice). ANNEXE A6 : principaux verbatim représentatifs du thème HYPERCHOIX Le choix, nécessaire pour assurer la variété nutritionnelle « Je pense qu'il est bon pour la santé de manger équilibré et varié. (…) Il faut que je propose un maximum d'aliments pour que ça amène au corps un maximum de choses quoi » (Adeline). « [Ma fille] mang...