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Et si c'était de la dissonance cognitive ?


  • Olivier Brunel

    () (IRIS - Equipe de Recherche en marketing - Université Jean Moulin - Lyon III - Centre de Recherche Magellan - Université Jean Moulin - Lyon III - Institut d'Administration des Entreprises (IAE) - Lyon)

  • Céline Gallen

    () (LEMNA - Laboratoire d'économie et de management de Nantes Atlantique - UN - Université de Nantes)


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.

Suggested Citation

  • Olivier Brunel & Céline Gallen, 2010. "Et si c'était de la dissonance cognitive ?," Working Papers hal-00547775, HAL.
  • Handle: RePEc:hal:wpaper:hal-00547775
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    References listed on IDEAS

    1. Cohen, Joel B & Basu, Kunal, 1987. " Alternative Models of Categorization: Toward a Contingent Processing Framework," Journal of Consumer Research, Oxford University Press, vol. 13(4), pages 455-472, March.
    2. 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.
    3. 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.
    4. 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.
    5. Campbell, Margaret C & Goodstein, Ronald C, 2001. " The Moderating Effect of Perceived Risk on Consumers' Evaluations of Product Incongruity: Preference for the Norm," Journal of Consumer Research, Oxford University Press, vol. 28(3), pages 439-449, December.
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