Self-Concept and Consumer Behaviour - A Meta-Analysis

Lots of studies have examined the relationshipbetween consumer purchase decisions as a function ofthe match between the consumer?s self-image andperceived product image. This phenomenon has beentermed 'image congruence'.Based on the self-consistency motivation theory,consumers prefer products that are similar tothemselves. Under conditions of low discrepancybetween product image and self-image, positive self-congruity results in an approach motivation whichshould lead to a positive consumer decision inrelation to that product. Alternatively, when highdiscrepancy between product image and self-imageexists, it results in low-self-congruity whichshould lead to an avoidance motivation.This book provides a meta-analysis of the empiricalfindings in the image congruence literature toexplore the generalizability of the image congruenceeffect and the influence of theoretical moderators.Combined effects across empirical studies show thatthe effect of image congruence across consumeroutcomes is robust.

Autorentext

seit Okt. 2007: Wissenschaftlicher Mitarbeiter am Lehrstuhl fà r innovatives Markenmanagement (LiM), Università t Bremen 2006: Master of Business (Marketing) an der University of Western Sydney 2002-2008: Studium der Psychologie an der Friedrich-Schiller-Università t Jena und der Università t Mannheim

Klappentext
Lots of studies have examined the relationship between consumer purchase decisions as a function of the match between the consumer?s self-image and perceived product image. This phenomenon has been termed 'image congruence'. Based on the self-consistency motivation theory, consumers prefer products that are similar to themselves. Under conditions of low discrepancy between product image and self-image, positive self- congruity results in an approach motivation which should lead to a positive consumer decision in relation to that product. Alternatively, when high discrepancy between product image and self-image exists, it results in low-self-congruity which should lead to an avoidance motivation. This book provides a meta-analysis of the empirical findings in the image congruence literature to explore the generalizability of the image congruence effect and the influence of theoretical moderators. Combined effects across empirical studies show that the effect of image congruence across consumer outcomes is robust.