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DE LA COMPREHENSION DU BIAIS DE STATU QUO POUR ACCOMPAGNER LE CHANGEMENT : VERS UNE MOBILITE DES PREFERENCES

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Abstract

La résistance du consommateur est l'un des facteurs déterminants de l'échec de l'adoption d'un produit. Derrière cette résistance se cache le biais de statu quo qui intervient dans la prise de décision. La théorie des perspectives développée par Kahneman et Tversky (1979) semble apporter un éclairage tant sur le poids de ce statu quo que sur les moyens d'y remédier. Après avoir décrit les facteurs explicatifs du statu quo, la présente communication explore les facteurs explicatifs du statu quo dans le basculement des préférences d'un produit A vers un produit B dans le secteur banque-assurance. Pour ce faire une observation participante, complétée par 14 entretiens individuels et deux tables rondes permettent d'identifier différents facteurs en interaction dans l'explication du statu quo observé. Mots-clés : Théorie des perspectives, biais de statu quo, approche ethnographique, facteurs explicatifs du statu quo Abstract : User resistance to new product has been identified as a salient reason for the failure of product adoption. One possible explanation of user decision making is the concept of status quo bias, that is, that user resistance can be due to the bias or preference to stay with the current situation. This paper introduces the prospect theory developped by Kahneman and Tversky (1979) and presents the explanatory factors of the status quo bias. The methodology used on this research consists of a participating observation completed by 14 interviews and 2 focuses group. Through an example in the Bank Assurance sector, this paper identifies the determinants biais in interaction into the statu quo choice.
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