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Trente ans de travaux contradictoires sur l'influence de la congruence perçue par le consommateur: synthèse, limites et voies de recherche

Author

Listed:
  • Nathalie Fleck

    (THEMA - Théorie économique, modélisation et applications - UCP - Université de Cergy Pontoise - Université Paris-Seine - CNRS - Centre National de la Recherche Scientifique, UCP - Université de Cergy Pontoise - Université Paris-Seine)

  • Virginie Maille

    (SKEMA Business School)

Abstract

Cet article propose une synthèse critique sur la congruence et son influence. La littérature est abondante mais contradictoire du fait d'une appréhension parfois contestable du concept de congruence et d'une attention insuffisante aux processus modérateurs. Des pistes de recherche sont suggérées pour identifier dans quelles conditions l'incongruence modérée est plus efficace que la congruence.

Suggested Citation

  • Nathalie Fleck & Virginie Maille, 2010. "Trente ans de travaux contradictoires sur l'influence de la congruence perçue par le consommateur: synthèse, limites et voies de recherche," Post-Print hal-02055271, HAL.
    • Handle: RePEc:hal:journl:hal-02055271
    DOI: 10.1177/076737011002500404
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    Cited by:

    1. Jean-François Toti & Oliviane Brodin, 2020. "Les effets du détournement publicitaire à caractère militant sur la marque détournée," Post-Print hal-03349475, HAL.
    2. Ivan Dufeu & Jean-Marc Ferrandi & Patrick Gabriel & Marine Le Gall-Ely, 2014. "Socio-environmental multi-labelling and consumer willingness to pay [Multi-labellisation socio-environnementale et consentement à payer du consommateur]," Post-Print hal-02794529, HAL.
    3. Sylvain Sénéchal & Laurent Georges & Jean Pernin, 2014. "Alliances Between Corporate and Fair Trade Brands: Examining the Antecedents of Overall Evaluation of the Co-branded Product," Journal of Business Ethics, Springer, vol. 124(3), pages 365-381, October.
    4. Gaëlle Pantin-Sohier & Caroline Lancelot Miltgen, 2012. "L'impact des stimuli informationnels d'un nouveau produit alimentaire sur les réactions affectives et cognitives du consommateur," Post-Print hal-01117036, HAL.

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