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- Title
La théorie de l'esprit du vendeur et l'empathie : similitudes et différences.
- Authors
Mefteh, Kaouther Châari
- Abstract
The Biomarketing paradigm aims to combine the contributions of social and cognitive neurosciences and marketing in order to understand in depth the seller-customer interaction. Two neuro-biological concepts, namely interpersonal mentalization and empathy, are particularly recommended in this study. However, a debate arises about the similarities and differences between these two concepts. A literature review from cognitive neuroscience, a hypothesis testing and the discussion of the results based on a sample of 627 sellers allowed us to confirm the distinction between mentalization and empathy, their significant roles and the proposition of the implications for managers.
- Subjects
COGNITIVE neuroscience; PHILOSOPHY of mind; EMPATHY; SALES personnel
- Publication
Recherches en Sciences de Gestion, 2021, Issue 144, p103
- ISSN
2259-6372
- Publication type
Article
- DOI
10.3917/resg.144.0103