Et si c'était de la dissonance cognitive ?
In 1957, Festinger states the theory which explains how individuals perceive and manage an inconsistency between two cognitions: the “cognitive dissonance”. This theory, considered as a revolution in Social Psychology, is little used in marketing research on incongruency which rather refers to disconfirmation of expectations theory or assimilation / contrast theory. This article shows that these theories are in fact pieces of cognitive dissonance theory and discuss about the interest to include them in Festinger's theory.
|Date of creation:||17 Dec 2010|
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- Heckler, Susan E & Childers, Terry L, 1992. " The Role of Expectancy and Relevancy in Memory for Verbal and Visual Information: What Is Incongruency?," Journal of Consumer Research, Oxford University Press, vol. 18(4), pages 475-492, March.
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- Stayman, Douglas M & Alden, Dana L & Smith, Karen H, 1992. " Some Effects of Schematic Processing on Consumer Expectations and Disconfirmation Judgments," Journal of Consumer Research, Oxford University Press, vol. 19(2), pages 240-255, September.
- Christophe Bezes, 2010. "Tout ce qui est congruent, est-il similaire ? Propositions de définition du concept de congruence en marketing," Post-Print hal-00573441, HAL.
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