{"id":18302,"date":"2019-04-29T16:19:56","date_gmt":"2019-04-29T14:19:56","guid":{"rendered":"https:\/\/www.convertize.com\/fr\/?page_id=18302"},"modified":"2019-08-01T15:17:47","modified_gmt":"2019-08-01T13:17:47","slug":"couts-irrecuperables","status":"publish","type":"page","link":"https:\/\/www.convertize.com\/fr\/glossaire\/couts-irrecuperables\/","title":{"rendered":"Effet des Co\u00fbts Irr\u00e9cup\u00e9rables"},"content":{"rendered":"Temps de lecture : <\/span> 2<\/span> minutes<\/span><\/span>
\n

Qu’est-ce que l’Effet des Co\u00fbts Irr\u00e9cup\u00e9rables ?<\/h2>\n

L’Effet des Co\u00fbts Irr\u00e9cup\u00e9rables (ou Sunk Cost Effect) d\u00e9montre que les individus ont tendance \u00e0 continuer en vain les comportements, situations ou projets dans lesquels ils ont d\u00e9j\u00e0 investis de l\u2019argent, du temps ou des efforts, m\u00eame s\u2019ils n\u2019en ont plus envie ou que cela ne vaut plus le coup.<\/p>\n

Nous avons tendance \u00e0 consid\u00e9rer ce que nous avons d\u00e9j\u00e0 d\u00e9pens\u00e9 ou investi comme quelque chose \u00ab \u00e0 ne pas perdre \u00bb, sans prendre en compte le fait que cet investissement est d\u00e9j\u00e0 perdu. Nous oublions \u00e9galement ce qu’il pourrait y avoir des choses \u00e0 gagner en arr\u00eatant. C’est cet effet qui nous pousse \u00e0 rester dans la m\u00eame queue m\u00eame lorsqu’elle semble bloqu\u00e9e ou \u00e0 continuer \u00e0 attendre un transport qui n’arrivera visiblement jamais.<\/p>\n

\"effet<\/p>\n

Exemples<\/h2>\n

Ce ph\u00e9nom\u00e8ne touche aussi le milieu professionnel comme le montre Daniel Kahneman dans un article pour le Harvard Business Review<\/a>. Cet effet peut en effet pousser les professionnels du marketing<\/a> \u00e0 continuer \u00e0 investir dans une campagne de publicit\u00e9 en ligne qui a d\u00e9j\u00e0 co\u00fbt\u00e9 beaucoup d’argent mais qui est inefficace. Il serait plus rationnel d’arr\u00eater les frais et d’\u00e9viter de perdre davantage de temps et d’argent.<\/p>\n

Les visiteurs d’un site Internet subissent \u00e9galement l’Effet des Co\u00fbts Irr\u00e9cup\u00e9rables, en particulier lorsqu’ils y passent du temps. Pour \u00e9viter l’abandon de panier<\/a>, certains professionnels du marketing leur rappellent qu’ils ont pass\u00e9 du temps \u00e0 le remplir, en affichant un message lorsqu’ils quittent le site par exemple.<\/p>\n

Effet des Co\u00fbts Irr\u00e9cup\u00e9rables<\/h2>\n

L’Effet des Co\u00fbts Irr\u00e9cup\u00e9rable influence les d\u00e9cisions des utilisateurs et les pousse \u00e0 prendre un certain nombre de d\u00e9cisions pour ne pas avoir l’impression d’avoir perdu du temps ou de l’argent en vain. Prendre en compte cet effet est donc tr\u00e8s utile lorsqu’on analyse rationnellement une campagne marketing.<\/p>\n<\/div><\/section>\n

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