Cindy Lombart

Audencia Business School | AUDENCIA · In Situ Lab

Purpose This study examines how substantive and/or associative claims about the local origin of organic products moderate the determinants and consequences of a grocery retailer’s corporate social responsibility (CSR). Design/methodology/approach An experiment with four different conditions – no claim, substantive claim (i.e. number of kilometres)...

Purpose The objective of this exploratory study was to investigate the communication themes that retailers should prioritise to convey terroir store brands’ (TSBs) authenticity and the impact of their authenticity on several variables (i.e. value, attitude, trust, intentions and effective purchases). TSBs combine a variety of products that adhere t...

Purpose This study investigates consumer reactions to dispensers offering solid packaging-free products (e.g. pasta, lentils, cereals) integrated in a delimitated area in a grocery store. More specifically, the research examines the impacts of the overall appeal of packaging-free solid food product dispensers and their perceived ease of use on cons...

Because bread consumption significantly contributes to salt intake and health risk, the acceptance of low‐salt reformulations has mainly been examined from an organoleptic perspective. However, the influence of cultural patterns has largely been neglected; working in the French context, our study aimed to fill this gap by considering the conflicts...

This study investigates the impact of a water brand's CSR message highlighting the brand's environmental concerns on brand‐related variables (attitude towards the brand and CSR) and consumer‐related variables (consumer efforts to adopt sustainable behaviours and well‐being). A research model is proposed, and the relationships postulated are tested...

Purpose Consumers consider retailers' standard private labels (PLs) as relevant choices, compared to national brands (NBs), and their demand for private label products has increased significantly over the past decade. At the same time, PLs have undergone a profound transformation as retailers have enhanced their quality. The goal of this research i...

Cette recherche propose de mieux comprendre la satisfaction des patients envers l’Education Thérapeutique en oncologie. Un test de modèle effectué sur 207 patientes (cancer du sein) confirme que l’empowerment et la proximité relationnelle en sont deux antécédents majeurs, l’attitude et le bouche-à-oreille deux conséquences importantes. Les relation...

This research aims to deepen our understanding of patients’ satisfaction with therapeutic patient education (TPE) in oncology. The research model proposed was tested, with structural equation modeling, on 207 French breast-cancer patients who participated in a TPE program. The results confirm that post-TPE empowerment and relational proximity to th...

Research on CSR has largely focused on the effects of companies’ CSR actions on their performance or business value creation, but obtains contrasting results due to understudied mediating effects, i.e. indirect relationships between CSR and company performance. Consequently, the present study examines the direct, but also indirect, links between a...

The sharing economy allows people to supply underutilized assets on multisided platforms (MSPs). Because MSPs must attract a sufficient number of suppliers – here, referring as people who aim to sell, lend or share products – to succeed, their design must provide feelings of protection from potential risks associated with the exchange with peers. I...

The personal care industry is gradually shifting its promises toward health and environment-based messages, promoting either the addition of beneficial ingredients or processes or the removal of potentially deleterious additives or procedures. However, prior research has failed to encapsulate and organize the plethora of claims and to link consumer...

Background: Therapeutic patient Education (TPE) is a Patient-Centered-Care implemented to increase their empowerment. Intended for patients with chronic disease, TPE lacks of assessment tools. Through the concept of perceived value, this study increases knowledge of TPE’s effect on patients, in particular their satisfaction with participating in an...

While the emergence of peer-to-peer (P2P) platforms has revolutionized the way people exchange goods, these platforms face the need to provide appealing products offered by independent providers. However, those providers have to deal with anonymous buyers, potentially hindering their perception of control over the exchange and their subsequent will...

The academic literature generally asserts that omnichannel strategies create value throughout the customer journey based on the principle of synergy between channels. However, such strategies may appear complex to customers, notably when they face myriad e-channels that constitute all means of accessing the offer. Specifically, for digital informat...

Purpose Animal welfare is increasingly favoured by consumers in their choice of food and cosmetic products, proposed by manufacturers and retailers. This study aims to investigate the impact of the “not tested on animals” claim on consumers' attitude and behavioural intention towards a cosmetic product through an enriched version of Ajzen's theory...

To reduce food waste, retailers have been offering non-calibrated fruits and vegetables (FaVs) in recent years, yet the acceptance of such produce is still far from unanimous. Using reciprocal projections, our research performs a comparative analysis of French consumers’ representations of eaters and non-eaters of misshapen FaVs. The overall repres...

The personal care industry is gradually shifting its promises toward health and environmental-based messages, promoting either the addition of beneficial ingredients or processes, or the removal of potentially deleterious additives or procedures. However, prior research has failed to encapsulate and organize the plethora of claims and to link consu...

This research investigates the respective contributions of three CSR actions (sponsorship, cause-related marketing, CSR-linked sponsorship), implemented by a retailer, to the development and maintenance of a relationship between this retailer and its consumers in order to build loyalty. 364 individuals who were members of an internal panel were ass...

This research investigates the consequences for retailers and their stores of a new sustainable consumption trend—the purchase and consumption of bulk products. It examines the effects of offering packaging-free products on three subdimensions of perceived proximity (identity, process, and relational) and on transactional loyalty (satisfaction–loya...

Le bien-être animal est un aspect de plus en plus recherché par les consommateurs, aussi bien dans leurs choix alimentaires que pour leurs produits cosmétiques. Cette étude a pour but de mesurer l’impact de l’allégation « non testé sur les animaux » sur l’attitude et les intentions comportementales des consommateurs. À l’aide d’un modèle basé sur l...

L’éducation thérapeutique doit permettre aux patients d’acquérir et de conserver les compétences les aidant à vivre de manière optimale avec leur maladie (OMS, 1998). En France, les programmes d’ETP sont développés dans le respect des réglementations et cahiers des charges de la Haute Autorité de santé (HAS) et soumis à autorisation des agences rég...

Purpose The research aim is to investigate the impacts of comparative ads used by retailers to compare the prices of their store brand (SB) products with those of equivalent national brand (NB) products. More specifically, this research examines if consumers perceive retailers as legitimate when they use comparative ads to compare the prices of the...

Cette recherche complète la littérature existante en montrant l’apport de la sensibilité aux prix à la construction d’une nouvelle typologie des consommateurs responsables. Elle souligne également la présence de différences de comportements responsables en fonction des groupes de consommateurs établis. Enfin, elle établit l’apport de la sensibilité...

Purpose This research has three research objectives. First, this research will demonstrate that the link between consumers' attitude towards a region and their intention to purchase products from that region is not direct but indirect. Second, this research will establish that perceived value of regional products and consumers' preference for these...

The application of virtual reality in human activities has been rapidly growing during the last decade. Shopping for food is an important part of people's daily lives. As overnight delivery services of fresh produce, such as Amazon Fresh, are in their development stage, more studies on virtual stores for perishable products are needed because the q...

Purpose The purpose of this paper is to study the impact of the main dimensions of a retailer’s corporate social responsibility (CSR) activities (philanthropic activities, respect for the environment, respect for the consumers and respect for the workers) (e.g. Maignan, 2001; Brunk, 2010a; Öberseder et al. , 2014) on consumers’ loyalty towards this...

This study investigates the effects of fruits and vegetables (FaVs) abnormality on consumer perceptions and purchasing behavior. For the purposes of the study, a virtual grocery store was created with a fresh FaVs section, where 142 participants became immersed using an Oculus Rift DK2 Head-Mounted Display (HMD) software. Participants were presente...

This research investigates consumers’ reactions (perceptions and purchasing behavior) in store to misshapen fruits and vegetables. Given its objectives and the specificities of the products studied, it uses a virtual store, coupled with a new technology, the virtual reality headset (Oculus Rift). The results obtained enrich those of the recent pion...

Research in Virtual Reality (VR) showed that embodiment can influence participants' perceptions and behavior when embodied in a different yet plausible virtual body. In this paper, we study the changes an obese virtual body has on products perception (e.g., taste, etc.) and purchase behavior (e.g., number purchased) in an immersive virtual retail s...

This research shows that consumers’ attitude toward terroir store brands has a positive and significant influence on the store price image and on the retailer’s Corporate Social Responsibility (CSR) image, regardless of the store format considered (hypermarket, supermarket, and convenience). It thus affirms that the terroir store brand, with a pric...

This study examines the influence of the link between individuals and their region on the development and translation of the consumer-regional brand relationship through the concepts of trust, attachment, affective commitment, attitude and behavioral intentions. Based on data collected from 311 consumers in a supermarket in France, the study finds...

Price image: which measurement scale to use? This article proposes a comparative analysis of the theoretical and psychometric qualities of the existing measurement scales of price image concept ((Zielke, 2011 ; Ngobo et Jean, 2012 ; Coutelle-Brillet et Rivière, 2013 ; Diallo et al., 2013). The study conducted on 209 customers of mass retail Market...

This research examines consumers’ in-store reactions to regional products. A field study has been conducted in two stores which adopt different types of visual and shelf merchandising strategies (i.e., regional products are located within their product categories with POS ads (n = 307) versus in a dedicated space with theatrical visual merchandisin...

Cette recherche montre que l’attitude des consommateurs à l’égard des Marques De Distributeurs (MDD) de terroir a une influence positive et significative sur l’image prix du magasin et sur l’image RSE (Responsabilité Sociétale de l’Entreprise) de l’enseigne, quel que soit le format de magasin considéré (hypermarché, supermarché et proximité). Elle...

This research investigates retailers’ societal advertisements on ugly fruits and vegetables. A three (retailer's claim is focusing on consumers’ health, on food taste, on food price) x 2 (the retailer studied is Intermarché, Biocoop) between subjects design has been conducted. Several paths that retailers can follow in order to build the credibilit...

L’objectif de cette recherche est d’apprécier les apports potentiels pour les distributeurs des publicités comparatives directes des prix des produits de leurs Marques De Distributeurs vs ceux de leurs concurrents de Marques Nationales. L’expérimentation réalisée en magasin laboratoire montre que ces publicités ne sont pas pertinentes pour les MDD...

This research shows that consumers’ relationship to terroir store brand, measured through attachment and two facets of brand loyalty (attitudinal and behavioral) is respectively influenced by their perceptions of the product, retailer and store. More specifically, the perceived authenticity of the products of the terroir store brand and its perceiv...

Cette recherche s’interroge sur l’apport des valeurs culturelles et individuelles, mises en évidence par Schwartz (1999, 2006), à la compréhension du bien-être alimentaire en lien avec l’esthétique des aliments. Une étude qualitative menée auprès de 30 individus a identifié deux profils de consommateurs, les « terriens/enracinés » et les « pragmati...

Recent academic studies have reexamined the link between satisfaction and loyalty by introducing actual loyalty behavior. Results of these rare studies are still inconclusive and point out the weakness of the link between satisfaction and behavioral loyalty. This work extends these previous studies by investigating the links between perceived value...

L’objectif de cette recherche est d’étudier l’impact de la proximité perçue d’un magasin d’une enseigne alimentaire dédiée à la proximité sur le comportement de fidélité de ses clients. Les résultats de l’étude menée auprès de 909 clients de trois magasins différents mettent tout d’abord en évidence l’existence de deux routes complémentaires pour c...

This study focuses on the impact of two antecedents of retailer personality (grasped by five personality traits: introversion, conscientiousness, agreeableness, sophistication and disingenuousness), on trust and attitude toward the private brand, as well as on one major consequence of these three concepts, loyalty to the retailer. Data were collect...

This study investigates the consequences of price image. Two conditions, a policy of intermediate price condition and a policy of low price condition, were distinguished in an experiment. Three moderators (consumers' price conscientiousness, retailer's motives perceived by consumers and consumers' familiarity with the retailer) were considered for...

Cette recherche s’inscrit dans le prolongement des travaux pionniers consacrés à l’analyse des pratiques spatiales des consommateurs en magasin, avec une double perspective originale : mettre au jour le lien entre deux comportements majeurs de fréquentation de point de vente (le shopping, dicté par des motivations fonctionnelles vs. le butinage, di...

This research questions the effectiveness of enrichment strategies on experiential offers. A model accounting for the various effects of these strategies on consumer – primary positive emotions, delight, satisfaction, consumption value, and behavioral intentions – is proposed. A study in the field of tourism empirically validates the model but does...

This research proposes a model of the personal (enduring involvement, time available and attitude towards the store) and situational (perceived store environment) antecedents of browsing behaviour in retail stores which motives are mainly recreational and realized by consumers without the intent to buy. The field study conducted in the leisure corn...

Cette recherche questionne l’efficacité des stratégies d’enrichissement des offres d’expérience. Un modèle intégrant différents effets de ces stratégies sur le consommateur : émotions positives élémentaires - enchantement - satisfaction - valeur de consommation - intentions comportementales est proposé. Une étude dans le secteur touristique valide...

L’objectif de cette recherche est double : 1° approfondir la connaissance du lien entre un individu et sa région par le biais d’une étude qualitative exploratoire (réalisée sous la forme de seize entretiens individuels semi-directifs et de deux réunions de groupe de huit personnes chacune), et proposer, en conséquence, un nouveau concept spécifique...

Cette recherche questionne l’efficacité des stratégies d’enrichissement expérientiel. Un modèle intégrant différents effets de ces stratégies sur le consommateur : émotion – enchantement – satisfaction – valeur de consommation – fidélité est proposé. Une étude dans le secteur touristique valide empiriquement le modèle mais conduit à rejeter l’hypot...

L’objectif de cette recherche est d’identifier la (ou les) logique(s) d’implantation des différentes catégories de produits équitables en GMS qui favoriserai(en)t l’accessibilité en magasin à ces produits, aux consommateurs déjà sensibilisés au commerce équitable mais qui n’en achètent pas ou seulement occasionnellement : implantations dans un élém...

Are price promotions relevant to promote fair trade products, which price is supposed to guarantee a fair income to small producers ? What is the point of view of fair trade conscious consumers who do not buy, or occasionally, fair trade products ? A qualitative exploratory study first shows that fair trade products are inconsistent with price prom...

This study investigates the impact of a retailer's Corporate Social Responsibility (CSR) policy and its price image on retailer personality, along with the impact of these two variables on the consequences of retailer personality: consumers' satisfaction, trust and loyalty toward the retailer (measured by their attitude and future behavioral intent...

This research has a dual objective: (1) Increase knowledge of the link between individuals and regions through a qualitative exploratory study (comprising 16 individual semi-structured interviews and two focus groups of eight people each), and consequently propose a new specific concept: regional belonging. Regional belonging is defined as a positi...

Les marques équitables en grandes surfaces connaissent les mêmes pressions que les autres marques et utilisent les mêmes leviers pour maintenir leur compétitivité-prix.

The objective of this research is to analyze consumers valuation of price promotions on fair trade products whose prices are based on the fair price mechanism. Two experiments realized in a store laboratory show that the perceived trustworthiness of the promotion has a direct and indirect influence, through its utilitarian and hedonic values, on co...

The objective of this research is to appreciate, from the consumers’ point of view, if a retailer can develop the image of a responsible retailer while mastering its price image. Consequently, an experiment was conducted in a store laboratory to study consumers’ perceptions and behaviors in two stores of the same retailer, different in terms of pri...

This article investigates the impact of retailer personality on consumers' satisfaction with and loyalty to the retailer, measured through attitude and future behavioral intentions. Data were collected on a convenience sample of 372 customers of a specific retailer. Using partial least squares analysis (PLS), we show that four traits (“congeniality...

This research proposes an integrated model of the relational consequences of retailer personality. Seven personality traits (out of nine) of the retailer considered, Fnac, have a direct impact, positive or negative, on at least one of the studied relational consequences: trust, attachment, affective commitment and continuance commitment. Moreover,...

] The objective of this research is to study retailers' positioning and the way they are different from each other through the concepts of image and personality. To illustrate this point, eight retailers in three sectors (grocery, clothing and sport articles) that are leading retailers in France in their respective sectors are considered. The tools...

The objective of this research is to highlight an actual profile of smart shoppers for frequent purchases and to differentiate the reactions in stores (perceptions and behaviours) of these "clever" consumers, to temporary price reductions, from those of other shoppers, in particular utilitarian shoppers. The experiment conducted in a store laborato...

This research investigates consumers' reactions in store to an increase of the self space devoted to store brands. The experiment conducted in a store laboratory shows that this increase has an impact on their perceptions of the assortment offered, their purchases, and their level of satisfaction from the visit of the store as well as their intenti...

Cette recherche appréhende les réactions des consommateurs confrontés en magasin à l’accroissement de l’espace alloué aux Marques De Distributeurs. L’expérimentation menée dans un magasin laboratoire montre que cet accroissement a un impact sur leurs perceptions de l’assortiment offert, leurs achats, leur niveau de satisfaction retiré de la visite...

This research analyses consumers' reactions in front of two types of multiple discounted bundles frequently used both by manufacturers and retailers: the "3 for 2" separate-item bundles combined with a price discount for each product of the bundle versus free product included. An experiment conducted in a store laboratory shows that separate-item b...

Purpose The purpose of this research is to offer a model that incorporates both direct and indirect effects of brand's perceived personality on three major relational consequences of this construct: trust, attachment, and commitment to the brand. In addition to the links between brand personality and its relational consequences, the interdependence...

Résumé Cette recherche étudie deux conséquences majeures de la personnalité de la marque : la satisfaction et la fidélité du consommateur. Le modèle testé met en évidence l’influence directe, ou indirecte, de cinq traits de personnalité de la marque (sur neuf étudiés au total) sur la satisfaction et la fidélité mesurée par le biais de l’attitude, de l...

Quelles techniques promotionnelles devraient être privilégiées pour défendre le pouvoir d’achat des consommateurs : les réductions de prix immédiates ou les lots virtuels ? Une expérimentation menée en magasin laboratoire a tout d’abord montré que les lots virtuels sont perçus comme moins intéressants que les réductions de prix immédiates. En outre...

Which promotional techniques should be favoured to defend consumers' purchasing power: temporary price reductions or separate-item bundles? An experiment conducted in a store laboratory showed first that separate-item bundles are perceived as less interesting than the temporary price reductions. Moreover, they increase consumers' spending by inciti...

The goal of this research is to highlight if the consumers express their own personality when they usually visit a retailer. In order to answer this question, interviews were performed with a convenience sample of 524 consumers considering reference retailers from different sectors (grocery, clothing, sport articles). Our results show that the reta...

Understanding and Satisfying Consumers Who Browse This article proposes a review of both early and recent research on a particular type of behaviour, known as browsing, that is frequently adopted by consumers during visits to retail outlets, but little studied to date. Who are these browsers? What is the history of browsing behaviour? What are the...

The prime goal of this research is to study the main short- and long-term consequences of browsing behavior in a retail outlet suggested by the scientific literature: non-planned purchases, time spent in the store, affective reactions, customer satisfaction and consequently, the intent to re-visit the store, to make future purchases in this store,...

L'objectif majeur de cette recherche est d'étudier les principales conséquences à court et plus long terme du comportement de butinage au sein d'un point de vente suggérées par la littérature scientifique: la réalisation d'achats non planifiés, le temps passé en magasin, les réactions affectives ressenties, la satisfaction du consommateur et, par c...

The article discusses research on how retailers in France differentiate themselves through the concept of image. Components of retailer image include price, quality and range of merchandise and convenience factors offered. Grocery retailer Carrefour is considered as the best retailer as far as the price and the quality of merchandise are concerned....

L'objectif principal de cette recherche est d'étudier certaines conséquences non transactionnelles du butinage, telles que l'expertise subjective, le leadership d'opinion et le bouche-à-oreille. Les résultats d'une étude de terrain réalisée au sein d'un magasin valident les liens supposés entre butinage et expertise subjective, leadership d'opinion...

Cet article présente la mise au point, suivant le paradigme de Churchill (1979), d'une échelle de mesure du butinage. Après avoir présenté le concept de butinage, nous exposons les différentes étapes du paradigme de Churchill appliqué à celui-ci. Au terme d'une étude qualitative menée auprès de 17 consommateurs et de 4 collectes de données conduite...