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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- 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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