{"id":811,"date":"2019-03-12T17:50:31","date_gmt":"2019-03-12T16:50:31","guid":{"rendered":"https:\/\/www.agence-bradford.com\/inside-shopper\/?p=811"},"modified":"2019-05-07T17:56:05","modified_gmt":"2019-05-07T15:56:05","slug":"la-theorie-du-nudge","status":"publish","type":"post","link":"https:\/\/www.agence-bradford.com\/inside-shopper\/la-theorie-du-nudge\/","title":{"rendered":"La th\u00e9orie du Nudge"},"content":{"rendered":"<h2 id=\"le-nudge-influencer-les-comportements-plutot-que-les-contraindre\">Le Nudge : influencer les comportements plut\u00f4t que les contraindre !<\/h2>\n<p>La th\u00e9orie du Nudge (coup de pouce) part du principe que <strong>les individus ne sont pas des \u00eatres rationnels<\/strong> et que leurs prises de d\u00e9cisions sont sous l\u2019influence de l\u2019environnement, des \u00e9motions et des instincts.<\/p>\n<div class=\"pk-content-block pk-block-border-all\">Ainsi, ce \u00ab coup de pouce \u00bb serait ce qu\u2019il y a de plus efficace pour aider les individus \u00e0 faire des choix.<\/div>\n<p>C\u2019est en 2008 que la th\u00e9orie du Nudge a \u00e9t\u00e9 <strong>popularis\u00e9e par deux am\u00e9ricains : Richard Thaler<\/strong>, un \u00e9conomiste et th\u00e9oricien de la finance comportementale et <strong>Cass Sunstein<\/strong>, professeur \u00e0 l\u2019Universit\u00e9 de droit d\u2019Harvard.<\/p>\n<p><strong>Un exemple frappant a \u00e9t\u00e9 relat\u00e9 par Michel Badoc (Professeur de Marketing HEC) : <\/strong><\/p>\n<blockquote><p>Une grande surface avait augment\u00e9 de 30% en 3 mois ses ventes de poissons frais en diffusant des bruits de mouettes et des odeurs de mar\u00e9e.<\/p><\/blockquote>\n<p>Le narrateur posait la question de cette m\u00e9thode, \u00e0 son sens, r\u00e9pr\u00e9hensible.<\/p>\n<h2 id=\"des-chercheurs-de-luniversite-de-warwick-au-royaume-uni-ont-transpose-cette-theorie-sur-un-campus-universitaire-durant-5-ans\">Des chercheurs de l\u2019Universit\u00e9 de Warwick, au Royaume-Uni, ont transpos\u00e9 cette th\u00e9orie sur un campus universitaire durant 5 ans.<\/h2>\n<p>En particulier, ils ont examin\u00e9 si un changement dans la configuration d\u2019un supermarch\u00e9 du campus avait modifi\u00e9 les achats des \u00e9tudiants.<\/p>\n<p>C\u2019est bien le cas : <strong>rendre les fruits et l\u00e9gumes plus accessibles augmente la quantit\u00e9 de fruits et l\u00e9gumes achet\u00e9s.<\/strong> Les \u00e9tudiants ont achet\u00e9 environ 15% plus de fruits et de l\u00e9gumes par rapport \u00e0 une absence d\u2019intervention. Mieux encore, l\u2019augmentation des ventes de fruits et l\u00e9gumes suite \u00e0 leur nouvelle localisation pourrait \u00eatre maintenue avec le temps.<\/p>\n<h2 id=\"de-meme-le-cerveau-evalue-toujours-le-prix-dun-produit-sur-les-premiers-prix-observes\"><strong>De m\u00eame, le cerveau \u00e9value toujours le prix d\u2019un produit sur les premiers prix observ\u00e9s.<\/strong><\/h2>\n<p>Ainsi, dans une recherche immobili\u00e8re, vous visiterez des biens dans votre budget mais peu qualitatifs. Puis le bien id\u00e9al vous sera pr\u00e9sent\u00e9 mais au-dessus de votre budget pr\u00e9visionnel.<\/p>\n<div class=\"pk-content-block pk-block-border-all\">Enfin, l\u2019exp\u00e9rience de l\u2019a\u00e9roport d\u2019Amsterdam est le plus spectaculaire. Une mouche dans le fond de l\u2019urinoir incite les utilisateurs \u00e0 bien viser et r\u00e9duit ainsi les d\u00e9penses de nettoyage de 80 %.<\/div>\n","protected":false},"excerpt":{"rendered":"<div class=\"post-excerpt\">Le Nudge : influencer les comportements plut\u00f4t que les contraindre ! La th\u00e9orie du Nudge (coup de pouce) part du principe que les individus ne sont pas des \u00eatres rationnels&hellip;<\/div>\n","protected":false},"author":7,"featured_media":812,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[10],"tags":[43,32,44],"powerkit_post_featured":[],"class_list":{"0":"post-811","1":"post","2":"type-post","3":"status-publish","4":"format-standard","5":"has-post-thumbnail","7":"category-marketing-client","8":"tag-comportement","9":"tag-experience-client","10":"tag-magasin"},"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.5 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>La th\u00e9orie du Nudge - inside-shopper<\/title>\n<meta name=\"description\" content=\"Pourquoi et comment influencer les comportements des clients plut\u00f4t que de les contraindre ? 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