Manipulation perçue des marques et résistance, une proposition de profils de consommation
This article aims to identify the different consumer profiles that resist to the perceived manipulation of brands. If there is no consensus on a definition of manipulation, it is established that its perception may give rise to resistance on the part of the consumer. The qualitative study conducted with 14 consumers highlights two strategies, combative or resigned, and brings out four profiles of resistant consumers: the experienced, the reserved, the optimizer and the indifferent.
Philosophy Ethics Economics Manipulation Consumer Brands Qualitative study Manipulation Étude qualitative