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Using Self-congruity and Ideal Congruity to Predict Purchase Intention

137 citations0/0 files storedJournal of Euromarketing

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

Abstract

The changing environment in Europe opens up new market opportunities for consumer product firms. This change challenges firms to approach decision making with the aid of strategic marketing, including knowledge of consumer reactions to products. Since self-concept and image congruity are important to understanding consumer behavior, the study was conducted to determine the self-image/product-image of European consumers related to an American automobile, the Ford Escort. Results indicated that a relationship does exist between self-image/product-image congruity and intention to purchase.

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References

2009The Theory of the Leisure Class 1982Self-Concept in Consumer Behavior: A Critical Review 1986Culture and Consumption: A Theoretical Account of the Structure and Movement of the Cultural Meaning of Consumer Goods 1985Using self-congruity and ideal congruity to predict purchase motivation 1982Developmental Recognition of Consumption Symbolism 1987SELF-CONCEPT AND IMAGE CONGRUENCE: SOME RESEARCH AND MANAGERIAL IMPLICATIONS 1968Perception of Self, Generalized Stereotypes, and Brand Selection 1993Countries and their products: A cognitive structure perspective

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