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            <title xml:lang="fr">Stimuler la créativité du consommateur par la pensée analogique : comment adapter distance et contenu du transfert ?</title>
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                <forename type="first">David</forename>
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                <forename type="first">Olivier</forename>
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            <idno type="halRefHtml">&lt;i&gt;Recherche et Applications en Marketing (French Edition)&lt;/i&gt;, 2018, 33 (1), pp.78-93. &lt;a target="_blank" href="https://dx.doi.org/10.1177/0767370117701416"&gt;&amp;#x27E8;10.1177/0767370117701416&amp;#x27E9;&lt;/a&gt;</idno>
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                <title xml:lang="fr">Stimuler la créativité du consommateur par la pensée analogique : comment adapter distance et contenu du transfert ?</title>
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                  <persName>
                    <forename type="first">David</forename>
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                  <persName>
                    <forename type="first">Olivier</forename>
                    <surname>Trendel</surname>
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                <title level="j">Recherche et Applications en Marketing (French Edition)</title>
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                  <biblScope unit="volume">33</biblScope>
                  <biblScope unit="issue">1</biblScope>
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                <term xml:lang="fr">expertise du consommateur</term>
                <term xml:lang="fr">créativité</term>
                <term xml:lang="fr">pensée analogique</term>
                <term xml:lang="fr">génération d’idées</term>
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              <p>Comment les consommateurs peuvent-ils émettre de meilleures idées de nouveaux produits ou services par la pensée analogique ? Cette méthode de créativité se décompose en deux phases : l’identification de domaines sources et le transfert d’informations de ces domaines vers le domaine cible. La littérature s’est focalisée sur l’influence de la distance du transfert entre domaines source et cible et aucune étude n’a examiné comment cette distance interagit avec le contenu du transfert. Dans deux expérimentations, nous montrons que l’attractivité des idées émises dépend, non seulement du niveau d’adéquation entre contenu et distance du transfert, mais également du niveau d’expertise des consommateurs dans le domaine cible.</p>
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