Proposition d'une méthode de mesure du halo affectif en marketing

Abstract

Cet article propose une méthode de mesure du halo affectif en marketing. Le concept de halo affectif et l'intérêt de sa mesure sont d'abord exposés. Les principales difficultés rencontrées par les travaux antérieurs sur le filtrage et la mesure du halo en marketing sont ensuite discutées. Puis une méthode originale de mesure est proposée, avec une illustration pratique de l'influence du halo affectif sur les attitudes.

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