Description

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.