Dissonance cognitive et stratégies du Consommateur Face à une information critique: Le cas de la consommation de viande

Gilles Séré de Lanauze and Béatrice Siadou-Martin
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Gilles Séré de Lanauze: MRM - Montpellier Research in Management - UPVM - Université Paul-Valéry - Montpellier 3 - UPVD - Université de Perpignan Via Domitia - Groupe Sup de Co Montpellier (GSCM) - Montpellier Business School - UM - Université de Montpellier
Béatrice Siadou-Martin: CEREFIGE - Centre Européen de Recherche en Economie Financière et Gestion des Entreprises - UL - Université de Lorraine

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Abstract: Consumers are confronted with growing criticism regarding the consumption of many food products and the negative effects they may have on environment or health. However, though they may themselves endorse such criticism, they often do not modify their behaviour in consequence and still remain active consumers of these products. How do they cope with the contradiction, if any, between their negative attitudes and their consumption behaviour? Building upon the cognitive dissonance theory, a first qualitative study aims at identifying the various strategies used to lower the psychological discomfort resulting from this contradiction. Then, a survey of 501 French consumers in the meat category is conducted. The experiment leads to the proposal of a consumer typology, and shows that the strategies used to process a new and dissonant piece of information influence future behavioural intentions. (English)

Keywords: Cognitive dissonance; Information processing strategies; Meat; Stratégies de traitement de l'information; Viande; Dissonance cognitive (search for similar items in EconPapers)
Date: 2016
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Published in Revue Française du Marketing, 2016, 257 (3/4), pp.39-60

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Persistent link: https://EconPapers.repec.org/RePEc:hal:journl:hal-02013745

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