L’influence de l’appartenance sociale et de la créativité sur les comportements de consommation immoraux des nouveaux adolescents: une étude cross-culturelle auprès des 16–24 ans
Restricted accessResearch articleFirst published online July, 2021
L’influence de l’appartenance sociale et de la créativité sur les comportements de consommation immoraux des nouveaux adolescents: une étude cross-culturelle auprès des 16–24 ans
Pourquoi les adolescents s’engagent-ils dans des comportements de consommation immoraux, comme changer un prix ou mentir pour obtenir une remise ? S’appuyant sur la théorie du besoin d’appartenance sociale, une étude sur 1326 adolescents de 16 à 24 ans, brésiliens, chinois, américains, et français, démontre la coexistence de deux relations contraires entre l’appartenance au groupe de pairs et le jugement de comportements de consommation immoraux : une relation directe où les adolescents se sentant les plus intégrés sont ceux dont le jugement est le plus sévère, mais aussi une relation indirecte, où l’appartenance sociale augmente l’auto-efficacité créative, qui rend à son tour plus indulgent vis-à-vis des comportements immoraux. Le poids respectif des chemins directs et indirects varie avec la culture nationale, ici le pays de résidence et la valeur d’individualisme/collectivisme. Au Brésil et en Chine, de culture collectiviste, le chemin direct domine. Aux Etats-Unis et en France, plus individualistes, le chemin est indirect.
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