Nawel Ayadi

Institut Supérieur de Gestion de Tunis · Marketing

This article examines consumer vulnerability perceptions of dynamic pricing in online environments. Based on an online survey of 763 French web-users, we show that dynamic pricing generates a feeling of being vulnerable and a perceived loss of control over the transaction process. A bivariate probit analysis of these two dimensions of consumer vuln...

The concept of time is revisited through the lens of the digital revolution. Our research aims to explore the relationship between emerging adults’ experience and perception of time and their use of digital technologies including the Internet, social networks, mobile apps, entertainment platforms, and instant messaging. A qualitative approach using...

Cet article revisite la littérature interdisciplinaire sur le bien-être afin de proposer un référentiel théorique intégrateur. Le bien-être est défini dans une perspective temporelle, à partir de trois composantes (cognitive, affective et conative) qui s’expriment par quatre facettes (psychologique, physique, financière et sociale). Cette approche...

Bien que la littérature recense une diversité de visions théoriques dans l’étude du bien-être, l’approche prédominante en marketing est focalisée sur les « avoirs » (possessions, consommations et acquisitions) des consommateurs. Cet article propose une nouvelle approche multi-facettes du bien-être du consommateur, combinant satisfaction et bonheur,...

This study aims at examining the impact of celebrities’ credibility and congruence with the endorsed product on the consumers’ information adoption and dissemination on Social Networks Sites (SNS). Two different and spontaneous celebrities’ endorsements were considered. The first is more cause-related and concerned the celebrity Hend Sabry, a well-...

In the era of Big Data, online retailers’ pricing strategies are evolving towards an online dynamic pricing system, which consists in frequent modifications of the prices of goods and services in order to maximize sales and profits. This strategy raises important ethical questions, because consumers end up paying different prices for the same produ...

A l’ère du Big data, les stratégies de tarification des sites marchands évoluent vers une tarification dynamique en ligne qui consiste à modifier régulièrement le prix des biens et des services commercialisés afin de maximiser les ventes et les profits. Cette stratégie soulève des questionnements éthiques du fait que les consommateurs payent des pr...

This paper investigates the relation between risk and individual well-being. We propose a theoretical model of happiness that makes a distinction between ex-ante evaluations of happiness and ex-post assessments. The main assumptions of the model are tested through three studies based on anchoring vignettes. We show that, even if, ex-ante, consumers...

This paper studies experimentally the relations between risk-taking and consumer well-being. We show that, ex-ante, consumers fear risk and do not associate it to a high well-being. How-ever, ex-post, higher well-being derives from (positive, negative and neutral) consequences resulting from a high risk situation than from low risk situations. The...

This research examines the role of consumers' willingness to pay (WTP) in the purchase decision process for a green product and investigates the moderating effects of two types of framing: price and ecological message claim. Using an experimental design, 262 participants were assigned randomly to one of nine conditions (3 price × 3 ecological messa...

This paper sheds light on the existence of a persistence phenomenon in the use of patents and informal mechanisms as innovation protection tools by French firms. This investigation is based on a CIS database representing 1115 firms on the 1999- 2006 period. Contrary to prior studies which have examined static choices of innovation protection techni...

Online private sales exist and have been successful since around ten years. They consist in putting on sales on a web site, for duration limited to a few days, limited stocks of famous brands products, at discounted prices. Only members of the web site have access to these sales. These strategies aim at provoking impulse purchase by playing on the...

Purpose This paper seeks to investigate the communication strategy of the two main candidates in the 2007 French presidential elections, deconstructing the process of communication in its main elements: context, message, media‐mix, and communication strategy. Design/methodology/approach Secondary data were collected from a variety of secondary sou...

Cette recherche traite de l'expérience de prise de risque perçue par le consommateur au travers des émotions anticipées positives. Une quasi-expérimentation en ligne a été menée sur deux catégories de service considérées comme risquées : les placements financiers et les sports extrêmes. Les résultats montrent le rôle modérateur de la catégorie de s...

This study deals with consumer risk-taking experience through anticipated positive emotions. An online quasi-experiment was conducted on two service categories considered as risky: financial investments and extreme sports. The results show a strong moderation of service category within the relationship between salient perceived risk and emotions wh...