Self-Concept and Consumer Behaviour - A Meta-Analysis
(Sprache: Englisch)
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...
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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.
Autoren-Porträt von Sabrina Hegner
Hegner, Sabrinaseit Okt. 2007: Wissenschaftlicher Mitarbeiter am Lehrstuhl für innovatives Markenmanagement (LiM), Universität Bremen 2006: Master of Business (Marketing) an der University of Western Sydney 2002-2008: Studium der Psychologie an der Friedrich-Schiller-Universität Jena und der Universität Mannheim
Bibliographische Angaben
- Autor: Sabrina Hegner
- 2008, 208 Seiten, Maße: 15 x 22 cm, Kartoniert (TB), Englisch
- Verlag: VDM Verlag Dr. Müller e.K.
- ISBN-10: 3639003152
- ISBN-13: 9783639003154
- Erscheinungsdatum: 17.10.2013
Sprache:
Englisch
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