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Les styles cognitifs des consommateurs

Author

Listed:
  • C. Pinson

    (INSEAD - Institut Européen d'administration des Affaires)

  • N. Malhotra
  • A. Jain

Abstract

La première partie de cet article présente le concept de style cognitif à partir de nombreux travaux sur le sujet. Les auteurs s'attachent plus particulièrement à l'analyse de la complexité cognitive dont ils étudient les diverses dimensions (différenciation, discrimination, intégration) et le niveau de généralité: les individus dits «complexes» au niveau cognitif le sont-ils dans toutes les situations auxquelles ils sont confrontés? La seconde partie de l'article traite de l' «accommodation» cognitive, c'est-à-dire de la façon dont les individus règlent et contrôlent les informations venant de l'environnement. Le concept de tolérance à l'ambiguïté est au centre de ces analyses. La conclusion porte sur une comparaison des apports respectifs des concepts de «style cognitif» et de «style de vie».

Suggested Citation

  • C. Pinson & N. Malhotra & A. Jain, 1988. "Les styles cognitifs des consommateurs," Post-Print hal-02011414, HAL.
    • Handle: RePEc:hal:journl:hal-02011414
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    Cited by:

    1. Fanny Thomas & Sonia Capelli, 2014. "Pourquoi faire simple quand on peut faire compliqué ? La perception d'un packaging alimentaire en fonction de son niveau de complexité," Post-Print hal-00976038, HAL.

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