Pour une réhabilitation d'une dissonance cognitive ante-décisionnelle
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.
|Date of creation:||09 May 2012|
|Note:||View the original document on HAL open archive server: https://hal.archives-ouvertes.fr/hal-00693419v2|
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