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Pour une réhabilitation d'une dissonance cognitive ante-décisionnelle

  • Olivier Brunel


    (EA3713 - Centre de Recherche Magellan - Université de Lyon - 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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    Cet article propose et teste un modèle de mesure de la dissonance cognitive ante- et post-décisionnelle. A partir d'un protocole expérimental conduit sur 264 individus, un modèle structurel et une analyse multi-groupes attestent de la chaîne causale [inconsistance-émotions-attitude-intention]. Trois résultats nouveaux majeurs apparaissent : l'identification d'une phase de prise de conscience de la dissonance cognitive, le rôle des émotions positives sur l'inconfort psychologique et l'impact d'une information inconsistante avant la décision. Dépassant la vision purement post-décisionnelle de la dissonance cognitive, cet article contribue à relancer l'intérêt des travaux sur la dissonance informationnelle en montrant tant son existence que son impact.

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

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    Date of creation: 02 May 2012
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    Handle: RePEc:hal:wpaper:hal-00693419
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    1. Roussel, Patrice & Durrieu, François & Campoy, Eric, 2002. "Méthodes d'équations structurelles : recherches et applications en gestion," Economics Papers from University Paris Dauphine 123456789/3444, Paris Dauphine University.
    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. 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.
    4. Richins, Marsha L, 1997. " Measuring Emotions in the Consumption Experience," Journal of Consumer Research, University of Chicago Press, vol. 24(2), pages 127-46, September.
    5. 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.
    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.
    7. Meyers-Levy, Joan & Tybout, Alice M, 1989. " Schema Congruity as a Basis for Product Evaluation," Journal of Consumer Research, University of Chicago Press, vol. 16(1), pages 39-54, June.
    8. 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.
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