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Pour une réhabilitation d'une dissonance cognitive ante-décisionnelle

  • Olivier Brunel


    (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)

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    This article provides and tests a measure scale of cognitive dissonance both in ante and post-decisional situations. An experiment was conducted with 264 subjects. A structural model and a multi-group analysis support the existence of a causal chain [inconsistency-emotions-attitude-intention]. Moreover, three major new results are revealed: a dissonance awareness phase is identified; positive emotions are responsible for psychological discomfort and cognitive dissonant is stronger before decision. While most research focuses on post-decision dissonance, this set of findings renews interest in pre-purchase dissonance.

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    Paper provided by HAL in its series Working Papers with number hal-00693419.

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    Date of creation: 09 May 2012
    Date of revision:
    Handle: RePEc:hal:wpaper:hal-00693419
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    1. Eric Campoy, 2001. "Méthodes d'équations structurelles : recherches et applications en gestion," Post-Print hal-00156181, HAL.
    2. 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.
    3. Richins, Marsha L, 1997. " Measuring Emotions in the Consumption Experience," Journal of Consumer Research, Oxford University Press, vol. 24(2), pages 127-46, September.
    4. 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 455-72, March.
    5. Geoffrey N. Soutar & Jillian C. Sweeney, 2003. "Are There Cognitive Dissonance Segments?," Australian Journal of Management, Australian School of Business, vol. 28(3), pages 227-249, December.
    6. 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 475-92, March.
    7. Meyers-Levy, Joan & Tybout, Alice M, 1989. " Schema Congruity as a Basis for Product Evaluation," Journal of Consumer Research, Oxford University Press, vol. 16(1), pages 39-54, June.
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