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Et si c'était de la dissonance cognitive ?

  • Olivier Brunel


    (IRIS - Equipe de Recherche en marketing - Centre de recherche Magellan de l'IAE - Université Jean Moulin - Lyon III)

  • Céline Gallen


    (LEMNA - Laboratoire d'économie et de management de Nantes Atlantique - Université de Nantes : EA4272)

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    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.

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    Paper provided by HAL in its series Working Papers with number hal-00547775.

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    Date of creation: 17 Dec 2010
    Date of revision:
    Handle: RePEc:hal:wpaper:hal-00547775
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    1. 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, University of Chicago Press, vol. 18(4), pages 475-92, March.
    2. 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, University of Chicago Press, vol. 28(3), pages 439-49, December.
    3. 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, University of Chicago Press, vol. 19(2), pages 240-55, September.
    4. Alba, Joseph W & Hutchinson, J Wesley, 1987. " Dimensions of Consumer Expertise," Journal of Consumer Research, University of Chicago Press, vol. 13(4), pages 411-54, March.
    5. 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.
    6. Cohen, Joel B & Basu, Kunal, 1987. " Alternative Models of Categorization: Toward a Contingent Processing Framework," Journal of Consumer Research, University of Chicago Press, vol. 13(4), pages 455-72, March.
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