TITLE

LES EFFETS POSITIFS DE LA GRATUITÉ SUR LE PROCESSUS DE DÉCISION DU CONSOMMATEUR : LE CAS DE LA VISITE DES MUSÉES ET DES MONUMENTS

AUTHOR(S)
Bourgeon-Renault, Dominique; Petr, Christine; Gombault, Anne; Le Gall-Ely, Marine; Urbain, Caroline
PUB. DATE
December 2007
SOURCE
Revue Française du Marketing;dec2007, Issue 215, p57
SOURCE TYPE
Academic Journal
DOC. TYPE
Article
ABSTRACT
Free admission to museums and monuments leads to powerful modifications of the prospective visitor's choice context. These transformations have negative or positive effects in the sense that they may inhibit as well as stimulate the visiting project, in which case they encourage the learning of the visiting practice and the appropriation of the free admission measure. The article aims to specifically show the positive effects of free admission on the decision-making process of certain visitors. The first section reveals how the application of free admission measures may modify the decision-making process a priori and thus incite the consumer to visit a museum or a monument. The second section studies how the experience of a free visit ,nay lead to take the first steps on the one hand towards the visiting practice and on the other hand towards the free admission measure, and thus modify the decision-making process a posteriori.
ACCESSION #
29367514

 

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