Search results for "Innovation artistique"

L’impact de l’incongruence d’un produit culturel nouveau sur l’acceptabilité d’une innovation artistique : un cadre théorique

2018

In this research, we agree with the definition of artistic innovation as a new product/service (or a new feature of a product/service) that breaks existing artistic conventions. As a result, artistic innovations can be perceived as incongruous by consumers. Congruence/incongruence expresses a correspondence or a non-correspondence between two entities, which can be an object and the schema that it evokes (Meyers-Levy and Tybout, 1989) and/or two or more elements contained in an object (Mandler 1982). On theother hand, a perception of incongruence may elicit a feeling of dissonance in people, relying on the theory of cognitive dissonance. This defines it like the negative affective state cau…