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"La cognition sociale à l'aide de la promotion de la consommation durable :

les cas de l'automaticité comportementale et de l'hypocrisie induite"

Liégeois, Arnaud

ABSTRACT

Depuis plusieurs années des stratégies de marketing social sont déployées par les gouvernements
et les associations de consommation pour promouvoir des comportements de consommation durable.
Ces actions de marketing social sont généralement basées une approche rationnelle du comportement
humain. Deux caractéristiques émergent de cette approche. Selon une première caractéristique, le
consommateur choisit délibérément des produits en fonction des informations qu'il détient. Il évalue le
poids de ces informations en termes de coût/bénéfice pour prendre sa décision. Il suffit de fournir des
informations adéquates et en nombre suffisant pour influencer la prise de décision. En dépit de cette
idée, des recherches récentes suggèrent que le comportement peut découler automatiquement de la
simple perception de la situation (Dijksterhuis & Bargh, 2001). Les indices perçus dans le contexte activent
automatiquement des comportements afin de permettre à l'individ...

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Liégeois, Arnaud. La cognition sociale à l'aide de la promotion de la consommation durable : les cas de
l'automaticité comportementale et de l'hypocrisie induite.  Prom. : Corneille, Olivier ; Yzerbyt, Vincent http://
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INTRODUCTION.......................................................................................................19

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PARTIE I. DE L'AUTOMATICITE COMPORTEMENTALE ET SON APPLICATION A


LA PROMOTION DE L'ECO-CONSOMMATION .....................................................37

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PARTIE II. SOULIGNER LES INCOHERENCES COMPORTEMENTALES POUR


PROMOUVOIR LA CONSOMMATION DURABLE ................................................. 93
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CONCLUSION ET PERSPECTIVES...................................................................... 175

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PARTIE I

De l'automaticité comportementale et
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l'éco-consommation
Chapitre 1

Activation automatique de comportements par la


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Chapitre 2

Activation automatique de choix de consommation


pro-environnementaux par la perception de
concepts écologiques
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PARTIE II

Souligner les incohérences


comportementales pour promouvoir la
consommation durable
Chapitre 3

Le paradigme de l'hypocrisie induite : favoriser des


comportements responsables via l'émergence de
dissonance cognitive
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Low Self-Esteem High Self-Esteem

3 b
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Essay Priming Condition

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Chapitre 4

Quand l'hypocrisie induite a des effets pervers sur


des comportements durables : conditions
d'émergence et examen de la validité écologique
'2-7' & 7

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Degré d'acceptation de la requête (nombre de

Contrôle Hypocrisie

3
semaines)

0
Absence Présence
Self-Affirmation

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+ % E $ + +$ +
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CONCLUSION ET PERSPECTIVES
'2:0'
& '2::'

6
H E .
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H
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G " /% = 27 6 D .D
27,'2:0"

H 3" >2<01@" " = I" " H 3" H


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H "> 3* / D )D *1+'*1,"

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5 ; H "H 5 H O"H I H 5"H I H "H E H "H . H O" >2<<1@" $
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Centre de Planning Familial de la commune d’Ottignies


Rue de la source 4
1340 Ottignies

Liste des parrainages pour l’action « Des distributeurs contre les MST »

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Dans le cadre du projet Eco-Consommation en partenariat avec les universités belges, une récolte de
données va être lancée pour évaluer les habitudes de consommation d’eau et leur évolution au cours de
l’année. Les buts de cette étude sont de savoir comment les personnes consomment l’eau courante et de
connaître l' évolution annuelle de leur volume de consommation, ainsi que de définir les moments-clés à
cibler lorsque nous mettons au point des actions de prévention. Cette étude a dès lors pour objectif
d’affiner nos actions pour promouvoir les économies d’eau potable. En nous aidant, vous contribuerez de
ce fait à la lutte contre le gaspillage de nos réserves d’eau douce !

Pour ce faire, nous cherchons des volontaires prêts à participer à une enquête. Dans ce cadre, les
participants devront remplir quotidiennement un questionnaire (dont vous trouverez ci-joint un
exemplaire) à propos de leur consommation d’eau courante pendant une période donnée. Cela nous
permettra par la même occasion de suivre l’évolution de cette consommation. Une fois complétés, les
questionnaires devront être renvoyés grâce à une enveloppe affranchie qui sera fournie.

Si vous êtes d'


accord de participer à ce projet, vous pouvez indiquer ci-dessous à quelle fréquence
vous accepteriez de participer à notre étude, sachant que vous pouvez participer à la prise de mesure à
raison de 1 à 10 semaines. Bien évidemment, vous vous engagez pour une durée précise et nous ne vous
dérangerons pas davantage.

Vous pouvez maintenant nous faire connaître vos possibilités de participation en remplissant les
propositions ci-dessous. Découpez le talon contenant les coordonnées de la personne responsable de
cette étude. Ainsi, vous pourrez la contacter en cas de problème ou de désistement. Cette personne vous
contactera par e-mail ou par téléphone d' ici 15 jours afin de vous expliquer les modalités de l’étude et vous
envoyer le formulaire à remplir durant l’étude.

Non, je n'
ai pas de temps à consacrer à cela

Oui, je suis d'


accord de participer à raison de ___ (indiquer un nombre entre 1 et 10) semaines à cette
étude sur la consommation d’eau courante.

Nom et prénom :

Tél. :

Adresse e-mail :

--- -----------------------------------------------------------------------------------------------------------

Responsable du projet :

Valérie Fointiat

Tél. : 010 48 52 30
E-mail : vfointiat@espace-environnement.be
N % P
'*21'

)(5

j’ai pris un bain (si plus de un, indiquez combien : __ )


j’ai pris une douche (si plus de une, indiquez combien : __ )
j’ai laissé couler l’eau en me lavant les mains
j’ai laissé couler l’eau en me brossant les dents
globalement, j’ai fait attention à ne pas gaspiller de l’eau inutilement
si j’ai pris une douche, j’ai arrêté l’eau au moment de me savonner
j’ai bu de l’eau en bouteille
j’ai bu de l’eau du robinet
en faisant la vaisselle, j’ai laissé l’eau couler lors du rinçage
j’ai tiré la chasse d’eau

1 fois 2 fois 3 fois 4 fois 5 fois ou +

j’ai vérifié que les robinets ne coulaient pas

(pas du tout) 1 2 3 4 5 (tout à fait)

par rapport à hier, j’ai utilisé

beaucoup moins la même plus beaucoup


moins d’eau d’eau quantité d’eau d’eau plus d’eau
. '*2<'

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En partenariat avec les universités belges, une récolte de données va être lancée pour évaluer les
habitudes de gestion des déchets. Le but de cette étude est de mieux cerner la façon dont les gens gèrent
leurs déchets quotidiens. Ainsi, nous pourrons définir les moments-clés à cibler lorsque nous mettons au
point des actions de prévention. Notre objectif est donc de promouvoir la consommation écologique et
durable. En nous aidant, vous contribuerez de ce fait activement à la lutte contre la pollution de notre
environnement !

Pour ce faire, nous cherchons des volontaires prêts à participer à une enquête. Dans ce cadre, les
participants devront remplir quotidiennement un questionnaire (dont vous trouverez ci-joint un
exemplaire) à propos de leur gestion des déchets et de leur consommation pendant une période donnée.
Cela nous permettra par la même occasion de suivre l’évolution de cette consommation. Une fois
complétés, les questionnaires devront être renvoyés grâce à une enveloppe affranchie qui sera fournie.

Si vous êtes d'


accord de participer à ce projet, vous pouvez indiquer ci-dessous à quelle fréquence
vous accepteriez de participer à notre étude, sachant que vous pouvez participer à la prise de mesure à
raison de 1 à 10 semaines. Bien évidemment, vous vous engagez pour une durée précise et nous ne vous
dérangerons pas davantage.

Vous pouvez maintenant nous faire connaître vos possibilités de participation en remplissant les
propositions ci-dessous. Découpez le talon contenant les coordonnées de la personne responsable de
cette étude. Ainsi, vous pourrez la contacter en cas de problème ou de désistement. Cette personne vous
contactera par e-mail ou par téléphone d' ici 15 jours afin de vous expliquer les modalités de l’étude et vous
envoyer le formulaire à remplir durant l’étude.

Non, je n'
ai pas de temps à consacrer à cela

Oui, je suis d'


accord de participer à raison de ___ (indiquer un nombre entre 1 et 10) semaines à cette
étude sur l’éco-consommation et la gestion des déchets.

Nom et prénom :

Tél. :

Adresse e-mail :

--- -----------------------------------------------------------------------------------------------------------

Responsable du projet :

Valérie Fointiat

Tél. : 010 48 52 30
E-mail : vfointiat@espace-environnement.be

N % P
'***'

)(5

J’ai acheté des produits jetables


J’ai acheté des aliments pré-emballés
J’ai utilisé des gobelets en plastique
J’ai bu une ou plusieurs cannettes
J’ai fait attention à trier mes déchets
J’ai jeté des emballages sans prêter attention à les trier
J’ai utilisé une boîte à tartines pour emballer mes sandwiches
J’ai acheté des bouteilles en plastiques
J’ai acheté des bouteilles en verre consigné
Demain je pense pouvoir faire plus attention à ma gestion des déchets

1 (Pas du tout) 2 3 4 5 (Tout à fait)

Par rapport à hier, nous (la famille) avons produit moins de déchets à la maison

1 (Pas du tout) 2 3 4 5 (Tout à fait)


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