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La dissonance cognitive : un processus cognitif et affectif ante et post décisionnel

Author

Listed:
  • Olivier Brunel

    (Laboratoire de Recherche Magellan - UJML - Université Jean Moulin - Lyon 3 - Université de Lyon - Institut d'Administration des Entreprises (IAE) - Lyon)

  • Céline Gallen

    (LEMNA - Laboratoire d'économie et de management de Nantes Atlantique - IEMN-IAE Nantes - Institut d'Économie et de Management de Nantes - Institut d'Administration des Entreprises - Nantes - UN - Université de Nantes)

Abstract

La théorie de la dissonance cognitive (Festinger, 1957) a essentiellement été mobilisée pour étudier les comportements post-achat. Une étude empirique sur trois produits auprès 681 répondants montre que cet inconfort psychologique peut aussi survenir suite à l'exposition à une information inconsistante avant l'achat et qu'il impacte les réactions affectives, l'attitude et l'intention d'achat. Ces résultats visent à mieux comprendre les conséquences cognitives et affectives de l'inconsistance en tant que stratégie de différenciation.

Suggested Citation

  • Olivier Brunel & Céline Gallen, 2015. "La dissonance cognitive : un processus cognitif et affectif ante et post décisionnel," Working Papers hal-01116379, HAL.
    • Handle: RePEc:hal:wpaper:hal-01116379
    Note: View the original document on HAL open archive server: https://hal.science/hal-01116379
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