J. Aaker and A. Lee, ???I??? Seek Pleasures and ???We??? Avoid Pains: The Role of Self-Regulatory Goals in Information Processing and Persuasion, Journal of Consumer Research, vol.28, issue.1, pp.33-49, 2001.
DOI : 10.1086/321946

L. S. Aiken and S. G. West, Multiple regression., 1991.
DOI : 10.1037/10520-147

J. W. Alba and J. W. Hutchinson, Dimensions of Consumer Expertise, Journal of Consumer Research, vol.13, issue.4, pp.411-454, 1987.
DOI : 10.1086/209080

J. W. Alba and J. W. Hutchinson, Knowledge Calibration: What Consumers Know and What They Think They Know, Journal of Consumer Research, vol.27, issue.2, pp.123-156, 2000.
DOI : 10.1086/314317

URL : http://citeseerx.ist.psu.edu/viewdoc/summary?doi=10.1.1.195.4094

R. Algesheimer, U. M. Dholakia, and A. Herrmann, The Social Influence of Brand Community: Evidence from European Car Clubs, Journal of Marketing, vol.69, issue.3, pp.19-34, 2005.
DOI : 10.1509/jmkg.69.3.19.66363

M. D. Alicke and O. Govorun, The Better-Than-Average Effect The Self in Social Judgment, pp.85-106, 2005.

D. R. Ames, P. Rose, and C. P. Anderson, The NPI-16 as a short measure of narcissism, Journal of Research in Personality, vol.40, issue.4, pp.440-450, 2006.
DOI : 10.1016/j.jrp.2005.03.002

A. Aribarg, R. Pieters, and M. Wedel, Raising the BAR: Bias Adjustment of Recognition Tests in Advertising, Journal of Marketing Research, vol.47, issue.3, pp.47-387, 2010.
DOI : 10.1509/jmkr.47.3.387

M. J. Arnold and K. E. Reynolds, Hedonic shopping motivations, Journal of Retailing, vol.79, issue.2, pp.77-95, 2003.
DOI : 10.1016/S0022-4359(03)00007-1

J. W. Atkinson, Motivational determinants of risk-taking behavior., Psychological Review, vol.64, issue.6, Pt.1, pp.359-372, 1957.
DOI : 10.1037/h0043445

R. Atkinson and R. M. Shiffrin, Human memory: A proposed system and its control processes The psychology of learning and motivation, pp.89-195, 1968.

A. Bandura, Self-efficacy: Toward a unifying theory of behavioral change., Psychological Review, vol.84, issue.2, pp.191-215, 1977.
DOI : 10.1037/0033-295X.84.2.191

A. Bandura, Self-efficacy determinants of anticipated fears and calamities., Journal of Personality and Social Psychology, vol.45, issue.2, pp.464-469, 1983.
DOI : 10.1037/0022-3514.45.2.464

A. Bandura, The Explanatory and Predictive Scope of Self-Efficacy Theory, Journal of Social and Clinical Psychology, vol.4, issue.3, pp.359-373, 1986.
DOI : 10.1521/jscp.1986.4.3.359

A. Bandura, Regulative function of perceived self-efficacy, 1994.

A. Bandura, Regulation of cognitive processes through perceived self-efficacy Passages beyond the gate: A Jungian approach to understanding the nature of American psychology at the dawn of the new millennium, pp.96-107, 1996.

A. Bandura, Self-efficacy: The exercise of control, Times Books, 1997.

J. A. Bargh, P. M. Gollwitzer, and G. Oettingen, Motivation, Handbook of Social Psychology, pp.268-316, 2010.
DOI : 10.1002/9780470561119.socpsy001008

B. J. Calder, L. W. Phillips, and A. M. Tybout, Designing Research for Application, Journal of Consumer Research, vol.8, issue.2, pp.197-207, 1981.
DOI : 10.1086/208856

N. Capon and D. , Basic Cognitive Ability Measures as Predictors of Consumer Information Processing Strategies, Journal of Consumer Research, vol.11, issue.1, pp.551-563, 1984.
DOI : 10.1086/208991

J. P. Carlson, W. O. Bearden, and D. M. Hardesty, Influences on what consumers know and what they think they know regarding marketer pricing tactics, Psychology and Marketing, vol.24, issue.2, pp.117-142, 2007.
DOI : 10.1002/mar.20155

J. P. Carlson, L. H. Vincent, D. M. Hardesty, and W. O. Bearden, Objective and Subjective Knowledge Relationships: A Quantitative Analysis of Consumer Research Findings, Journal of Consumer Research, vol.35, issue.5, pp.864-876, 2009.
DOI : 10.1086/593688

P. Chandon, J. W. Hutchinson, E. T. Bradlow, and S. H. Young, Does In-Store marketing work? Effects of the number and position of shelf facings on brand attention and evaluation at the point of purchase, Journal of Marketing, issue.6, pp.73-74, 2009.

G. Chen, S. M. Gully, and D. Eden, Validation of a New General Self-Efficacy Scale, Organizational Research Methods, vol.4, issue.1, pp.62-83, 2001.
DOI : 10.1037/0021-9010.78.1.98

J. A. Choi, M. Koo, I. Choi, and S. Auh, Need for cognitive closure and information search strategy, Psychology and Marketing, vol.12, issue.11, pp.25-1027, 2008.
DOI : 10.1002/mar.20253

R. B. Cialdini, M. R. Trost, and J. T. Newsom, Preference for consistency: The development of a valid measure and the discovery of surprising behavioral implications., Journal of Personality and Social Psychology, vol.69, issue.2, pp.318-328, 1995.
DOI : 10.1037/0022-3514.69.2.318

C. R. Colvin, J. Block, and D. C. Funder, Overly positive self-evaluations and personality: Negative implications for mental health., Journal of Personality and Social Psychology, vol.68, issue.6, pp.68-1152, 1995.
DOI : 10.1037/0022-3514.68.6.1152

P. S. Ellen, Do we know what we need to know? Objective and subjective knowledge effects on pro-ecological behaviors, Journal of Business Research, vol.30, issue.1, pp.43-52, 1994.
DOI : 10.1016/0148-2963(94)90067-1

. D. Ellsberg, Risk, Ambiguity, and the Savage Axioms, The Quarterly Journal of Economics, vol.75, issue.4, pp.643-669, 1961.
DOI : 10.2307/1884324

URL : http://qje.oxfordjournals.org/cgi/content/short/75/4/643

R. A. Emmons, Narcissism: Theory and measurement., Journal of Personality and Social Psychology, vol.52, issue.1, pp.11-17, 1987.
DOI : 10.1037/0022-3514.52.1.11

Y. Endo, S. J. Heine, and D. R. Lehman, Culture and Positive Illusions in Close Relationships: How My Relationships Are Better than Yours, Personality and Social Psychology Bulletin, vol.26, issue.12, pp.26-1571, 2000.
DOI : 10.1177/01461672002612011

L. Festinger, A theory of cognitive dissonance, 1957.

M. B. Ford and N. L. Collins, Self-esteem moderates neuroendocrine and psychological responses to interpersonal rejection., Journal of Personality and Social Psychology, vol.98, issue.3, pp.405-419, 2010.
DOI : 10.1037/a0017345

A. D. Gershoff and G. V. Johar, Do You Know Me? Consumer Calibration of Friends??? Knowledge, Journal of Consumer Research, vol.32, issue.4, pp.496-503, 2006.
DOI : 10.1086/500479

A. G. Greenwald and S. D. Farnham, Using the Implicit Association Test to measure self-esteem and self-concept., Journal of Personality and Social Psychology, vol.79, issue.6, pp.79-1022, 2000.
DOI : 10.1037/0022-3514.79.6.1022

URL : http://citeseerx.ist.psu.edu/viewdoc/summary?doi=10.1.1.550.47

J. Gregan-paxton, The Role of Abstract and Specific Knowledge in the Formation of Product Judgments: An Analogical Learning Perspective, Journal of Consumer Psychology, vol.11, issue.3, pp.141-158, 2001.
DOI : 10.1207/S15327663JCP1103_01

J. Gregan-paxton and D. R. John, Consumer Learning by Analogy: A Model of Internal Knowledge Transfer, Journal of Consumer Research, vol.24, issue.3, pp.266-284, 1997.
DOI : 10.1086/209509

L. Hadar, S. Sood, and C. R. Fox, Subjective knowledge in consumer financial decision making

E. Harmon-jones, L. Simon, J. Greenberg, S. Solomon, T. Pyszczynski et al., Terror management theory and self-esteem: Evidence that increased self-esteem reduced mortality salience effects., Journal of Personality and Social Psychology, vol.72, issue.1, pp.24-36, 1997.
DOI : 10.1037/0022-3514.72.1.24

S. Harter, The construction of the self, 1999.

C. P. Haugtvedt, Individual differences in propensity to self-reference: Implications for attitude change processes. Paper presented at the first Winter Meeting of the Society for Consumer Psychology, 1994.

C. P. Haugtvedt, K. Liu, and K. S. Min, Individual Differences, 2008.
DOI : 10.4324/9780203809570.ch46

&. F. Herr and . Kardes, Handbook of consumer psychology, pp.1161-1176

C. P. Haugtvedt, R. J. Shakarchi, B. Samuelsen, and K. Liu, Consumer Psychology and Attitude Change, Resistance and Persuasion, pp.283-297, 2004.

C. P. Haugtvedt, R. Shakarchi, and B. Jarvis, Propensity to self-reference and attitude change processes. Working paper, 2002.

J. Hayes, J. Schimel, E. H. Faucher, and T. J. Williams, Evidence for the DTA hypothesis II: Threatening self-esteem increases death-thought accessibility, Journal of Experimental Social Psychology, vol.44, issue.3, pp.44-600, 2008.
DOI : 10.1016/j.jesp.2008.01.004

J. Hayes, J. Schimel, J. Arndt, and E. H. Faucher, A theoretical and empirical review of the death-thought accessibility concept in terror management research., Psychological Bulletin, vol.136, issue.5, pp.699-739, 2010.
DOI : 10.1037/a0020524

C. Heath and A. Tversky, Preference and belief: Ambiguity and competence in choice under uncertainty, Journal of Risk and Uncertainty, vol.80, issue.3, pp.5-28, 1991.
DOI : 10.1007/BF00057884

T. F. Heatherton and J. Polivy, Development and validation of a scale for measuring state self-esteem., Journal of Personality and Social Psychology, vol.60, issue.6, pp.895-910, 1991.
DOI : 10.1037/0022-3514.60.6.895

T. F. Heatherton and K. D. Vohs, Interpersonal evaluations following threats to self: Role of self-esteem., Journal of Personality and Social Psychology, vol.78, issue.4, pp.725-736, 2000.
DOI : 10.1037/0022-3514.78.4.725

E. G. Hepper, R. H. Gramzow, and C. Sedikides, Individual Differences in Self-Enhancement and Self-Protection Strategies: An Integrative Analysis, Journal of Personality, vol.73, issue.2, pp.781-814, 2010.
DOI : 10.1111/j.1467-6494.2010.00633.x

J. G. Hixon and W. B. Swann, When does introspection bear fruit? Self-reflection, self-insight, and interpersonal choices., Journal of Personality and Social Psychology, vol.64, issue.1, pp.35-43, 1993.
DOI : 10.1037/0022-3514.64.1.35

URL : http://citeseerx.ist.psu.edu/viewdoc/summary?doi=10.1.1.520.1301

J. Hong and B. Sternthal, The Effects of Consumer Prior Knowledge and Processing Strategies on Judgments, Journal of Marketing Research, vol.47, issue.2, pp.301-311, 2010.
DOI : 10.1509/jmkr.47.2.301

W. Howell, Uncertainty from internal and external sources: A clear case of overconfidence., Journal of Experimental Psychology, vol.89, issue.2, pp.240-243243, 1971.
DOI : 10.1037/h0031206

J. Hu, B. Huhmann, and M. R. Hyman, The Relationship between task complexity and information search: The role of self-efficacy, Psychology and Marketing, vol.56, issue.3, pp.253-270, 2007.
DOI : 10.1002/mar.20160

M. Inzlicht, L. Mckay, and J. Aronson, Stigma as Ego Depletion, Psychological Science, vol.34, issue.3, pp.262-269, 2006.
DOI : 10.1037/0022-3514.88.4.632

W. James, The Principles of Psychology, 1890.

D. C. Jessop, I. P. Albery, J. Rutter, and H. Garrod, Understanding the Impact of Mortality-Related Health-Risk Information: A Terror Management Theory Perspective, Personality and Social Psychology Bulletin, vol.59, issue.4, pp.34-951, 2008.
DOI : 10.1177/0146167208316790

R. A. Josephs, J. K. Bosson, and C. G. Jacobs, Self-Esteem Maintenance Processes: Why Low Self-Esteem may be Resistant to Change, Personality and Social Psychology Bulletin, vol.29, issue.7, pp.29-920, 2003.
DOI : 10.1177/0146167203029007010

T. A. Judge, A. Erez, J. E. Bono, and C. J. Thoresen, Are measures of self-esteem, neuroticism, locus of control, and generalized self-efficacy indicators of a common core construct?, Journal of Personality and Social Psychology, vol.83, issue.3, pp.693-710, 2002.
DOI : 10.1037/0022-3514.83.3.693

D. Kahneman and A. Tversky, Prospect Theory: An Analysis of Decision under Risk, Econometrica, vol.47, issue.2, pp.263-291, 1979.
DOI : 10.2307/1914185

R. Kanwar, L. Grund, and J. C. Olson, When do the measures of knowledge measure what we think they are measuring? Advances in Consumer Research, pp.603-608, 1990.

R. J. Kent and C. T. Allen, Competitive Interference Effects in Consumer Memory for Advertising: The Role of Brand Familiarity, Journal of Marketing, vol.58, issue.3, pp.97-105, 1994.
DOI : 10.2307/1252313

O. F. Kernberg, Further contributions to the treatment of narcissistic personalities: A reply to the discussion by Paul H. Ornstein, The International Journal of Psychoanalysis, vol.56, issue.2, pp.245-247, 1975.

D. Klerck and J. C. Sweeney, The effect of knowledge types on consumer-perceived risk and adoption of genetically modified foods, Psychology and Marketing, vol.15, issue.2, pp.171-193, 2007.
DOI : 10.1002/mar.20157

J. G. Knight, D. W. Mather, and D. K. Holdsworth, Consumer benefits and acceptance of genetically modified food, Journal of Public Affairs, vol.24, issue.3-4, pp.226-235, 2005.
DOI : 10.1002/pa.24

S. L. Koole and T. Dehart, Self-affection without self-reflection: Origins, models, and consequences of implicit self-esteem The self, pp.21-49, 2007.

K. Kwon and J. Lee, The effects of reference point, knowledge, and risk propensity on the evaluation of financial products, Journal of Business Research, vol.62, issue.7, pp.719-725, 2009.
DOI : 10.1016/j.jbusres.2008.07.002

R. Lambert-pandraud and G. Laurent, Why Do Older Consumers Buy Older Brands? The Role of Attachment and Declining Innovativeness, Journal of Marketing, vol.74, issue.5, pp.104-121, 2010.
DOI : 10.1509/jmkg.74.5.104

URL : https://hal.archives-ouvertes.fr/hal-00528378

M. R. Leary, Motivational and Emotional Aspects of the Self, Annual Review of Psychology, vol.58, issue.1, pp.317-344, 2007.
DOI : 10.1146/annurev.psych.58.110405.085658

M. R. Leary and R. F. Baumeister, The nature and function of self-esteem: Sociometer theory Advances in experimental social psychology, pp.1-62, 2000.

W. B. Locander and P. W. Hermann, The Effect of Self-Confidence and Anxiety on Information Seeking in Consumer Risk Reduction, Journal of Marketing Research, vol.16, issue.2, pp.268-274, 1979.
DOI : 10.2307/3150690

D. L. Loudon and A. J. Della-bitta, Consumer Behavior: Concepts and Applications, 1993.

J. R. Lynch, . Jr, and T. K. Srull, Memory and Attentional Factors in Consumer Choice: Concepts and Research Methods, Journal of Consumer Research, vol.9, issue.1, pp.18-37, 1982.
DOI : 10.1086/208893

J. E. Maddux and J. T. Gosselin, Self-efficacy Handbook of self and identity, pp.218-238, 2003.

D. Maheswaran, Country of Origin as a Stereotype: Effects of Consumer Expertise and Attribute Strength on Product Evaluations, Journal of Consumer Research, vol.21, issue.2, pp.354-365, 1994.
DOI : 10.1086/209403

D. Maheswaran and B. Sternthal, The Effects of Knowledge, Motivation, and Type of Message on Ad Processing and Product Judgments, Journal of Consumer Research, vol.17, issue.1, pp.66-73, 1990.
DOI : 10.1086/208537

D. Maheswaran, B. Sternthal, and Z. Gürhan, Acquisition and Impact of Consumer Expertise, Journal of Consumer Psychology, vol.5, issue.2, p.115, 1996.
DOI : 10.1207/s15327663jcp0502_02

J. March and Z. Shapira, Managerial Perspectives on Risk and Risk Taking, Management Science, vol.33, issue.11, pp.1404-1418, 1987.
DOI : 10.1287/mnsc.33.11.1404

H. R. Markus and S. Kitayama, Culture and the self: Implications for cognition, emotion, and motivation., Psychological Review, vol.98, issue.2, pp.224-253, 1991.
DOI : 10.1037/0033-295X.98.2.224

H. W. Marsh, Global self-esteem: Its relation to specific facets of self-concept and their importance., Journal of Personality and Social Psychology, vol.51, issue.6, pp.1224-1236, 1986.
DOI : 10.1037/0022-3514.51.6.1224

H. Marmorstein, D. Grewal, and R. P. Fishe, The Value of Time Spent in Price-Comparison Shopping: Survey and Experimental Evidence, Journal of Consumer Research, vol.19, issue.1, pp.52-61, 1992.
DOI : 10.1086/209285

J. S. Mill, The magical number seven, plus or minus two: some limits on our capacity for processing information., Psychological Review, vol.63, issue.2, pp.81-97, 1956.
DOI : 10.1037/h0043158

A. A. Mitchell and P. A. Dacin, The Assessment of Alternative Measures of Consumer Expertise, locations, and consumer choice, pp.219-239, 1996.
DOI : 10.1086/209479

M. Jr, A. M. Guinn, and T. C. , Brand Community, Journal of Consumer Research, vol.27, issue.4, pp.412-432, 2001.

K. B. Murray, A Test of Services Marketing Theory: Consumer Information Acquisition Activities, Journal of Marketing, vol.55, issue.1, p.10, 1991.
DOI : 10.2307/1252200

U. Orth, R. W. Robins, and K. F. Widaman, Life-span development of self-esteem and its effects on important life outcomes., Journal of Personality and Social Psychology, vol.102, issue.6, pp.1271-128, 2011.
DOI : 10.1037/a0025558

C. W. Park, M. P. Gardner, and V. K. Thukral, Self-Perceived Knowledge: Some Effects on Information Processing for a Choice Task, The American Journal of Psychology, vol.101, issue.3, pp.401-424, 1988.
DOI : 10.2307/1423087

J. Park and M. Hastak, Memory-Based Product Judgments: Effects of Involvement at Encoding and Retrieval, Journal of Consumer Research, vol.21, issue.3, pp.534-547, 1994.
DOI : 10.1086/209416

C. W. Park and V. P. Lessig, Familiarity and Its Impact on Consumer Decision Biases and Heuristics, Journal of Consumer Research, vol.8, issue.2, pp.223-230, 1981.
DOI : 10.1086/208859

C. W. Park, D. L. Mothersbaugh, and L. Feick, Consumer Knowledge Assessment, Journal of Consumer Research, vol.21, issue.1, pp.71-82, 1994.
DOI : 10.1086/209383

B. W. Pelham, Self-investment and self-esteem: Evidence for a Jamesian model of self-worth., Journal of Personality and Social Psychology, vol.69, issue.6, pp.1141-1150, 1995.
DOI : 10.1037/0022-3514.69.6.1141

R. A. Peterson, On the Use of College Students in Social Science Research: Insights from a Second-Order Meta-analysis, Journal of Consumer Research, vol.28, issue.3, pp.450-461, 2001.
DOI : 10.1086/323732

R. E. Petty and J. T. Cacioppo, The Elaboration Likelihood Model of Persuasion, Advances in Experimental Social Psychology, vol.19, pp.123-205, 1986.
DOI : 10.1016/S0065-2601(08)60214-2

R. E. Petty and J. T. Cacioppo, Addressing Disturbing and Disturbed Consumer Behavior: Is It Necessary to Change the Way We Conduct Behavioral Science?, Journal of Marketing Research, vol.33, issue.1, 1996.
DOI : 10.2307/3152008

R. E. Petty, J. T. Cacioppo, and R. Goldman, Personal involvement as a determinant of argument-based persuasion., Journal of Personality and Social Psychology, vol.41, issue.5, pp.41-847, 1981.
DOI : 10.1037/0022-3514.41.5.847

R. E. Petty, J. T. Cacioppo, and D. W. Schumann, Central and Peripheral Routes to Advertising Effectiveness: The Moderating Role of Involvement, Journal of Consumer Research, vol.10, issue.2, pp.135-146, 1983.
DOI : 10.1086/208954

K. A. Phillips, Subjective knowledge of AIDS and use of HIV testing., American Journal of Public Health, vol.83, issue.10, pp.1460-1462, 1993.
DOI : 10.2105/AJPH.83.10.1460

R. Pieters and M. Wedel, Attention Capture and Transfer in Advertising: Brand, Pictorial, and Text-Size Effects, Journal of Marketing, vol.68, issue.2, pp.36-50, 2004.
DOI : 10.1509/jmkg.68.2.36.27794

E. Pronin, D. Y. Lin, and L. Ross, The Bias Blind Spot: Perceptions of Bias in Self Versus Others, Personality and Social Psychology Bulletin, vol.77, issue.3, pp.369-381, 2002.
DOI : 10.1177/0146167202286008

S. Puntoni and N. T. Tavassoli, Social Context and Advertising Memory, Journal of Marketing Research, vol.44, issue.2, pp.284-296, 2007.
DOI : 10.1509/jmkr.44.2.284

T. Pyszczynski, J. Greenberg, S. Solomon, J. Arndt, and J. Schimel, Why Do People Need Self-Esteem? A Theoretical and Empirical Review., Psychological Bulletin, vol.130, issue.3, pp.435-468, 2004.
DOI : 10.1037/0033-2909.130.3.435

C. M. Radecki and J. Jaccard, Perceptions of Knowledge, Actual Knowledge, and Information Search Behavior, Journal of Experimental Social Psychology, vol.31, issue.2, pp.107-138, 1995.
DOI : 10.1006/jesp.1995.1006

P. S. Raju, S. C. Lonial, and W. G. Mangold, Differential Effects of Subjective Knowledge, Objective Knowledge, and Usage Experience on Decision Making: An Exploratory Investigation, Journal of Consumer Psychology, vol.4, issue.2, pp.153-180, 1995.
DOI : 10.1207/s15327663jcp0402_04

F. Rhodewalt and C. C. Morf, On self-aggrandizement and anger: A temporal analysis of narcissism and affective reactions to success and failure., Journal of Personality and Social Psychology, vol.74, issue.3, pp.672-685, 1998.
DOI : 10.1037/0022-3514.74.3.672

M. Rothbart and M. Snyder, Confidence in the prediction and postdiction of an uncertain outcome., Canadian Journal of Behavioural Science/Revue canadienne des sciences du comportement, vol.2, issue.1, pp.38-43, 1970.
DOI : 10.1037/h0082709

M. Rosenberg, Society and the adolescent self-image, 1965.
DOI : 10.1515/9781400876136

J. K. Sager, H. D. Strutton, and D. A. Johnson, Core self-evaluations and salespeople, Psychology and Marketing, vol.14, issue.2, 2006.
DOI : 10.1002/mar.20102

R. Schwarzer and M. Jerusalem, Optimistic self-beliefs as a resource factor in coping with stress Extreme stress and communities: Impact and intervention, pp.159-177, 1995.

R. Schweickert and B. Boruff, Short-term memory capacity: Magic number or magic spell?, Journal of Experimental Psychology: Learning, Memory, and Cognition, vol.12, issue.3, pp.419-425, 1986.
DOI : 10.1037/0278-7393.12.3.419

J. W. Schouten and J. H. Mcalexander, Subcultures of Consumption: An Ethnography of the New Bikers, Journal of Consumer Research, vol.22, issue.1, pp.43-61, 1995.
DOI : 10.1086/209434

K. E. See, Reactions to decisions with uncertain consequences: Reliance on perceived fairness versus predicted outcomes depends on knowledge., Journal of Personality and Social Psychology, vol.96, issue.1, pp.104-118, 2009.
DOI : 10.1037/a0013266

F. Selnes and K. Grønhaug, Subjective and objective measures of product knowledge contrasted Advances in Consumer Research, pp.67-71, 1986.

S. Sen, Knowledge, Information Mode, and the Attraction Effect, Journal of Consumer Research, vol.25, issue.1, pp.64-77, 1998.
DOI : 10.1086/209527

S. Sénécal and J. Bergeron, The effect of objective and subjective knowledge on consumers' curbside recycling participation, pp.29-31, 2003.

W. R. Shadish, T. D. Cook, and D. T. Campbell, Experimental and quasiexperimental designs for generalized causal inference, 2002.

J. Shanteau, Psychological characteristics and strategies of expert decision makers, Acta Psychologica, vol.68, issue.1-3, pp.203-215, 1988.
DOI : 10.1016/0001-6918(88)90056-X

J. Shanteau, Competence in experts: The role of task characteristics, Organizational Behavior and Human Decision Processes, vol.53, issue.2, pp.252-266, 1992.
DOI : 10.1016/0749-5978(92)90064-E

J. Shanteau, How much information does an expert use? Is it relevant?, Acta Psychologica, vol.81, issue.1, pp.75-86, 1992.
DOI : 10.1016/0001-6918(92)90012-3

H. Simon, A behavioral model of rational choice. Models of Man, Social and Rational: Mathematical Essays on Rational Human Behavior in a Social Setting, 1957.

H. A. Simon, Designing Organizations for an Information-Rich World, 1971.

R. E. Smith, Effects of coping skills training on generalized self-efficacy and locus of control., Journal of Personality and Social Psychology, vol.56, issue.2, pp.228-233, 1989.
DOI : 10.1037/0022-3514.56.2.228

M. L. Snyder, W. G. Stephan, and D. Rosenfield, Egotism and attribution., Journal of Personality and Social Psychology, vol.33, issue.4, pp.435-441, 1976.
DOI : 10.1037/0022-3514.33.4.435

M. Solomon, Consumer behavior buying, having, and being, 2009.

G. J. Stigler, The Economics of Information, Journal of Political Economy, vol.69, issue.3, pp.213-225, 1961.
DOI : 10.1086/258464

H. Su, L. B. Comer, and S. Lee, The effect of expertise on consumers' satisfaction with the use of interactive recommendation agents, Psychology and Marketing, vol.7, issue.9, pp.859-880, 2008.
DOI : 10.1002/mar.20244

W. B. Swann and S. J. Read, Self-verification processes: How we sustain our self-conceptions, Journal of Experimental Social Psychology, vol.17, issue.4, pp.351-372, 1981.
DOI : 10.1016/0022-1031(81)90043-3

R. W. Tafarodi and W. B. Swann, Two-dimensional self-esteem: theory and measurement, Personality and Individual Differences, vol.31, issue.5, pp.31-653, 2001.
DOI : 10.1016/S0191-8869(00)00169-0

E. Thorson, A. Chi, and C. Et-leavitt, Attention, memory, attitude, andconation: A test of the advertising hierarchy, Advances in ConsumerResearch, vol.19, pp.366-379, 1992.

D. M. Tice, Esteem protection or enhancement? Self-handicapping motives and attributions differ by trait self-esteem., Journal of Personality and Social Psychology, vol.60, issue.5, pp.711-725, 1991.
DOI : 10.1037/0022-3514.60.5.711

K. H. Trzesniewski, M. B. Donnellan, and R. W. Robins, Stability of self-esteem across the life span., Journal of Personality and Social Psychology, vol.84, issue.1, pp.205-220, 2003.
DOI : 10.1037/0022-3514.84.1.205

A. Tversky and C. R. Fox, Weighing risk and uncertainty., Psychological Review, vol.102, issue.2, pp.269-283, 1995.
DOI : 10.1037/0033-295X.102.2.269

A. Tversky and D. Kahneman, Loss Aversion in Riskless Choice: A Reference-Dependent Model, The Quarterly Journal of Economics, vol.106, issue.4, pp.1039-1061, 1991.
DOI : 10.2307/2937956

J. B. Vancouver, C. M. Thompson, and A. A. Williams, The changing signs in the relationships among self-efficacy, personal goals, and performance., Journal of Applied Psychology, vol.86, issue.4, pp.605-620, 2001.
DOI : 10.1037/0021-9010.86.4.605

K. D. Vohs and T. F. Heatherton, Self-esteem and threats to self: Implications for selfconstruals and interpersonal perceptions, Journal of Personality and Social Psychology, issue.6, pp.81-1103, 2001.

Y. Wiener, The effects of 'task-and 'ego-oriented' performance on two kinds of overcompensation inequity. Organizational Behavior & Human Performance, pp.191-208, 1970.

Y. Wiener, Task ego-involvement and self-esteem as moderators of situationally devalued self-esteem., Journal of Applied Psychology, vol.58, issue.2, pp.225-232, 1973.
DOI : 10.1037/h0035595

D. V. Wiersema, J. Van-der-pligt, and F. Van-harreveld, Motivated Memory: Memory for Attitude-Relevant Information as a Function of Self-Esteem, Social Cognition, vol.28, issue.2, pp.219-239, 2010.
DOI : 10.1521/soco.2010.28.2.219

O. E. Williamson, The Economics of Organization: The Transaction Cost Approach, American Journal of Sociology, vol.87, issue.3, pp.548-577, 1981.
DOI : 10.1086/227496

J. V. Wood, M. Giordano-beech, K. L. Taylor, J. L. Michela, and V. Gaus, Strategies of social comparison among people with low self-esteem: Self-protection and self-enhancement., Journal of Personality and Social Psychology, vol.67, issue.4, pp.713-731, 1994.
DOI : 10.1037/0022-3514.67.4.713

S. L. Wood and J. G. Lynch-jr, Prior Knowledge and Complacency in New Product Learning, Journal of Consumer Research, vol.29, issue.3, pp.416-426, 2002.
DOI : 10.1086/344425

A. J. Xu and R. S. Wyer, Puffery in Advertisements: The Effects of Media Context, Communication Norms, and Consumer Knowledge, Journal of Consumer Research, vol.37, issue.2, pp.329-343, 2010.
DOI : 10.1086/651204

G. B. Yeo and A. Neal, An examination of the dynamic relationship between selfefficacy and performance across levels of analysis and levels of specificity, Journal of Applied Psychology, issue.5, pp.91-1088, 2006.

C. Yoon and C. A. Cole, Aging and Consumer Behavior, 2008.
DOI : 10.4324/9780203809570.ch9

&. F. Herr and . Kardes, Handbook of consumer psychology. (pp. 247-270)

&. Dimensions and . Poids, (W) x 274 (D) x 33, (H) mm/ 2.80 kg Autonomie, pp.366-368