Et si c'était de la dissonance cognitive ?

Olivier Brunel () and Céline Gallen ()
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Olivier Brunel: IRIS - Equipe de Recherche en marketing - UJML - Université Jean Moulin - Lyon 3 - Université de Lyon - 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

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Abstract: In 1957, Festinger states the theory which explains how individuals perceive and manage an inconsistency between two cognitions: the "cognitive dissonance". This theory, considered as a revolution in Social Psychology, is little used in marketing research on incongruency which rather refers to disconfirmation of expectations theory or assimilation / contrast theory. This article shows that these theories are in fact pieces of cognitive dissonance theory and discuss about the interest to include them in Festinger's theory.

Keywords: Cognitive dissonance; incongruency; disconfirmation of expectations; contrast; Dissonance cognitive; incongruence; confirmation; disconfirmation des attentes; assimilation; contraste (search for similar items in EconPapers)
Date: 2010-12-17
Note: View the original document on HAL open archive server: https://hal.science/hal-00547775
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