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Et si c'était de la dissonance cognitive ?

Author

Listed:
  • Olivier Brunel

    (Laboratoire de Recherche Magellan - UJML - Université Jean Moulin - Lyon 3 - Université de Lyon - Institut d'Administration des Entreprises (IAE) - Lyon)

Abstract

Festinger propose en 1957 la théorie qui permet de comprendre comment l'individu perçoit et gère une inconsistance entre deux cognitions : la " dissonance cognitive ". Considérée comme révolutionnaire en psychologie sociale, cette théorie est cependant peu mobilisée dans les travaux en marketing sur l'incongruence qui rencontrent plus souvent les théories de la disconfirmation des attentes ou de l'assimilation / contraste. L'article montre que ces théories constituent en fait des pans de la théorie de la dissonance cognitive et discute de l'intérêt de les ré-ancrer dans la théorie de Festinger.

Suggested Citation

  • Olivier Brunel, 2011. "Et si c'était de la dissonance cognitive ?," Post-Print halshs-00682207, HAL.
    • Handle: RePEc:hal:journl:halshs-00682207
    as

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