- Pays de la Loire, France
GAELLE PANTIN-SOHIER
Angers University, MARKETING, Faculty Member
- Marketing, Young people's use of Technology, Relationship Marketing, Technology Acceptance, Ecommerce, E Business, and 9 moreConsumer Innovation, Digital Identity, IT and Innovation, Consumer Technology Adoption, Surveillance, Social Study of Technology, Data quality (Business), Technology Adoption and Diffusion, and User Acceptanceedit
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Product design, through its sensory attributes, plays a major role in product perceptions and its understanding by consumers. It conveys rich symbolic associations and contributes to shape brand image and its personality traits. A flower... more
Product design, through its sensory attributes, plays a major role in product perceptions and its understanding by consumers. It conveys rich symbolic associations and contributes to shape brand image and its personality traits. A flower is a singular product, expressive and particularly evocative by its design. Flowers can be conceptualized as brands possessing humanlike traits. An experiment on two flower varieties, tulips and roses, with 509 people, shows that shape (pointed or rounded petals) and brightness (pink for the light color or purple for the dark color) influence a flower brand's personality. Sincerity, excitement and ruggedness are associated with tulips; sophistication is linked to roses. Dark colors and sharp forms are related to competence and excitement. Then, the human personality accentuates dominant traits identified, agreeableness dimension in particular. The results confirm the power of design to shape consumer perceptions and the strong link between consumer profile and brand personality.
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Purpose While recent academic research on entomophagy has predominantly focused on adults, the purpose of this child-centred research is to obtain a better understanding of young consumer acceptance of insect-based foods.... more
Purpose While recent academic research on entomophagy has predominantly focused on adults, the purpose of this child-centred research is to obtain a better understanding of young consumer acceptance of insect-based foods. Design/methodology/approach Two qualitative studies were conducted with a total of 43 French children aged 8–13 years. Study 1 (n = 22), based on semi-directive interviews, and Study 2 (n = 21), based on focus groups, included projective techniques and exposure to different types of insect-based products to help children express their feelings and thoughts. Findings The evidence shows that in Western children’s minds, insects are considered as culturally non-edible. Children predominantly reject insects as food because of their sensory properties and the disgust they arouse. However, their interest in eating insect-based food is embedded within experiential contexts specific to childhood, in particular the peer group, which makes insect-eating fun and challenging, and the family, which offers a protective and reassuring setting. Practical implications The authors advocate changing children’s sensory perception of insect-eating food through sensory and participatory activities. Manufacturers and policymakers should also draw on children’s peer culture to associate insect-eating with positive social experiences and foster peer influence. Originality/value Drawing on cognitive psychology theories and the literature in food science on food rejection, the authors contribute to emerging consumer research on alternative food consumption (AFC) focusing on cognitive, emotional and social factors of acceptance or rejection of insect-based foods by children.
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This article investigates the impact of the package design complexity on brand perception. 3 Champagne labels, representative of 3 graphic design styles observed on the market, were created and then tested among 305 consumers according to... more
This article investigates the impact of the package design complexity on brand perception. 3 Champagne labels, representative of 3 graphic design styles observed on the market, were created and then tested among 305 consumers according to a between-subjects experiment. These 3 labels contain the same text but different graphic designs in order to manipulate the level of simplicity/complexity of the package design. The results allow the verification of different proposals from the literature. They demonstrate a significant impact of the package design's level of simplicity on brand perception as well as on consumer's buying choices. Is using ornaments still a crime? Package design complexity and brand perception with application to Champagne labels (PDF Download Available). Available from: https://www.researchgate.net/publication/318012343_Is_using_ornaments_still_a_crime_Package_design_complexity_and_brand_perception_with_application_to_Champagne_labels [accessed Feb 22 2018].
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L'objectif de cette recherche est d'etudier le role des cigarettes dissuasives (dissuasion activee via la couleur, un message sanitaire et un pictogramme) sur les perceptions et comportements tabagiques des jeunes (15-25 ans). Les... more
L'objectif de cette recherche est d'etudier le role des cigarettes dissuasives (dissuasion activee via la couleur, un message sanitaire et un pictogramme) sur les perceptions et comportements tabagiques des jeunes (15-25 ans). Les resultats montrent que les variables explorees (couleur verte ou marron, degre de couleur, inscription « fumer tue » et pictogramme « tete de mort ») impactent les representations negatives du produit (dangerosite), alterent l'image du fumeur, reduisent le plaisir de fumer et les intentions tabagiques.
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This article investigates the impact of the package design complexity on brand perception. This variable is particularly interesting because it is a choice which must be done by each brand manager no matter the product category. The... more
This article investigates the impact of the package design complexity on brand perception. This variable is particularly interesting because it is a choice which must be done by each brand manager no matter the product category. The packaging has been studied in many ways, and we already know its importance. A lot of existing researches are focused on the importance of its shape, its colours or its letter type. But only few studies have been done about the impact of the stylistic choice between simple and complex design on the brand perception. Furthermore, the consumer behaviour and design research both agree that the degree of simplicity of the packaging design has a significant impact on consumer’s attitudes towards a brand. In the case of this study, we defined two overall stylistic trends which come from the art literature: simple design versus overloaded design. In order to study the impact of the complexity degree, we created three labels: two representing the previously expo...
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This article examines the role of texture's physical properties symbolic information in the process of attributing meaning to the product and the brand. We have used three packaging textures for two product categories, chocolate and... more
This article examines the role of texture's physical properties symbolic information in the process of attributing meaning to the product and the brand. We have used three packaging textures for two product categories, chocolate and coffee: a texture whose surface properties do not carry symbolic information, and two others whose surface properties bear a gendered symbolic dimension, feminin or masculin. So, we study the impact on beliefs, perceived quality, gendered dimensions of brand personality, attitude and purchase intention in two contexts, visual and visual-haptic. We also study the mediating role of pleasantness for packaging texture on these links. This research provides a first empirical validation of the role of packaging symbolic texture information on product and brand judgment and the mediating role of pleasantness.
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Food companies often meet problems when they innovate on traditional products. The apprehension onconsumer‘s perception ofa food product‘s traditional character remains unclear despite the research conducted in marketing. The barriers to... more
Food companies often meet problems when they innovate on traditional products. The apprehension onconsumer‘s perception ofa food product‘s traditional character remains unclear despite the research conducted in marketing. The barriers to innovation for this type of product could be identified through the definition of traditionality perceived by the consumer. The purpose of this research is to define the concept of perceived traditionality one hand and, secondly, to distinguish the traditionality from other concepts such as typicality, authenticity or local produce. From a literature review conducted by systematic research on different databases, we propose a concept of traditionality. This concept of traditionality combines the ritual and the object The concept of traditionality for food products (PDF Download Available). Available from: https://www.researchgate.net/publication/291808708_The_concept_of_traditionality_for_food_products [accessed Mar 12 2018].
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Research Interests: Sociology and Perception
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Research Interests: Business, Marketing, Brand Management, Personality, Advertising, and 15 moreEmployer branding, Brand Loyalty, Brand equity, Brand Personality, Marketing Management, Product Management, Business and Management, Product Strategy, Corporate Branding, Brand Strategy, Brand Marketing, Branding Strategy, Co Branding, Endorsement, and Brand Ambassador
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Design, through its sensory attributes, plays a fundamental role in how a product is perceived and understood by a consumer. Through the symbolic associations it generates, it helps shape brand image and brand personality traits. The... more
Design, through its sensory attributes, plays a fundamental role in how a product is perceived and understood by a consumer. Through the symbolic associations it generates, it helps shape brand image and brand personality traits. The flower is a singular entity, and its design can be particularly expressive and evocative. It can be assigned human character traits. An experiment on two flower species, tulips and roses, in 509 people, showed that the shape (pointed or rounded petals) and color (pink or red tint) had an impact on the perceived personality of the flower. Sincerity, excitement and ruggedness were characteristic of tulips; sophistication was associated with roses. Dark color and pointed shapes were related to competence and excitement. Human personality profiles then accentuated the dominant traits identified, in particular an individual's agreeableness. Our findings confirm the power of design to shape perceptions and the close link between a consumer's personality and that of the brand.
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En mai 2021, l’Union européenne autorise la vente de vers de farine séchés alors que les insectes sont considérés comme non comestibles en France. Cet article s’intéresse à l’acceptation cognitive, affective et conative des insectes en... more
En mai 2021, l’Union européenne autorise la vente de vers de farine séchés alors que les insectes sont considérés comme non comestibles en France. Cet article s’intéresse à l’acceptation cognitive, affective et conative des insectes en France et à la façon dont elle pourrait être influencée par une expérience de consommation antérieure. Une étude sur 110 répondants montre que le fait d’avoir déjà consommé des insectes a bien une influence sur les trois dimensions de l’acceptation.
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This work set out to show that the novel problem-solving process called design thinking (DT) can advance the acceptance and consumption of insects as food. The DT approach involving a multidisciplinary team comprised three stages: (1) an... more
This work set out to show that the novel problem-solving process called design thinking (DT) can advance the acceptance and consumption of insects as food. The DT approach involving a multidisciplinary team comprised three stages: (1) an exploratory evaluation through questionnaires to raise consumer empathy, (2) an ideation stage to enable visualization and rapid prototyping, which resulted in the creation of twelve food products using mealworm larva and cricket flour and (3) an experimentation stage, where the five most promising ideas (packaging and products) were selected and tested on consumers. Four consumption trends were identified: vegetarianism (intellectual), challenge (social relationship), luxury (emotional) and sport (health). Prototypes corresponding to consumer needs were developed. After identifying the positive and negative effects elicited by the prototypes, the most promising ones were tested. Exposing consumers to small manageable steps during a food experience ...
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This article aims to identify the benefits and costs resulting from the use of mobile apps in retail by using the concept of value in use. The use of the smartphone in retail stores has become important, while the use of mobile apps rise... more
This article aims to identify the benefits and costs resulting from the use of mobile apps in retail by using the concept of value in use. The use of the smartphone in retail stores has become important, while the use of mobile apps rise some questions especially in the creation of value for the consumer. Most of research focused on the use of apps for online shopping, leaving a field of exploration in retail stores. Through a qualitative study, we identified the dimensions of creation and value destruction for two types of mobile apps, in retail stores. Our findings highlights new costs (e.g. dependence, social cost, loss of shopping pleasure, etc.) and the identification of conditional elements (e.g. degree of personalization, type of store, etc.) that may affect the intensity of benefits and costs. At the managerial level, this article highlights the importance of the dimensions that contribute to the value in use of a mobile application and gives some recommendations to reduce t...
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La consommation d’insectes represente des enjeux nutritionnels, economiques et ecologiques a l’echelle mondiale mais fait face a de nombreux freins dans le monde occidental. L’objectif de cet article est d’explorer la comestibilite des... more
La consommation d’insectes represente des enjeux nutritionnels, economiques et ecologiques a l’echelle mondiale mais fait face a de nombreux freins dans le monde occidental. L’objectif de cet article est d’explorer la comestibilite des insectes en France par l’etude les representations mentales des insectes et de l’entomophagie. Une etude qualitative menee aupres de 37 jeunes adultes (20-30 ans) permet de mettre en lumiere les freins et motivations lies a la consommation d’insectes, les types d’insectes les moins rejetes, les formes et preparations les mieux acceptees ainsi que les informations pouvant favoriser leur consommation chez ces « early adopters ». Ces resultats visent a eclairer les fabricants sur les produits a concevoir et les informations a communiquer pour faire accepter les insectes comme culturellement comestibles en France.
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