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PÉDAGOGIE: L'imagerie mentale: un concept à (re)découvrir pour ses apports en marketing INTRODUCTION I. LE CONCEPT D'IMAGERIE MENTALE 1.1. Nature et propriétés des images mentales 1.2. Différents types d'imagerie 1.3. Différentes modalités sensorielles II. COMMENT MESURER L'IMAGERIE MENTALE 2.1. Mesure directe 2.1.1. Mesure directe du contenu de l'imagerie 2.1.2. Mesure directe de l'activité d'imagerie mentale 2.2. Mesure indirecte de l'activité d'imagerie par inférence 2.3. Mesure des différences individu
Gavard-Perret, Marie-Laure, Helme-Guizon, Agnès
Published in Recherche et applications en marketing (01.12.2003)
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Published in Recherche et applications en marketing (01.12.2003)
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