Article1998

The self‐concept and image congruence hypothesis

138 citations0/0 files storedEuropean Journal of Marketing

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Consumer Behavior in Brand Consumption and Identification Consumer Behavior and Marketing Influence Consumer Perception and Purchasing Behavior

Abstract

Evaluates the applicability of self‐concept and product image congruity theory within the new motor vehicle market. By utilising competitive product offerings, and by employing the perceptions of actual owners, the paper provides a true market assessment of the applicability of the theory. Respondents were examined using self‐concept and product value constructs and their responses were used to test a number of hypotheses. Among others, the results of analysis of variance indicated that when different brands of motor vehicles were physically similar, owners perceived no difference between their own self‐concepts and the self‐concepts they attributed to owners of competing product brands. This finding differs from previous research conducted on other products and suggests a different orientation by owners of similar motor vehicles to that suggested by self‐concept theory.

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References

1979Conceiving the self 1977Self-schemata and processing information about the self.1982Self-Concept in Consumer Behavior: A Critical Review 1951Client-Centered Therapy: Its Current Practice, Implications and Theory 1967Consumer Self-Concept, Symbolism and Market Behavior: A Theoretical Approach 1988Self concept and product choice: An integrated perspective 1979The self concept in theory, measurement, development, and behaviour 1995Self‐concept and advertising effectiveness: The influence of congruency, conspicuousness, and response mode

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