Moderators of the self-congruity effect on consumer decision-making: A meta-analysis

Self-Esteem’s Moderation of Self-Congruity Effects on Brand Loyalty

“…Of these two, more theoretical support has been provided for stereotypical product-user image studies. For example, Aguirre-Rodriguez et al's [2] meta-analysis found that "brand-as-person" evaluations showed a stronger self-congruity effect than stereotypical product-user image evaluations; however, Fang, Li, Mizerski and Soh [8] note that self-congruity patterns found in brand-as-person studies may be exaggerated because in the majority of these studies, brand personality congruity is the only independent variable and therefore its effect may be partially accounted for by other variables not studied. Additionally, Helgeson and Supphellen [3] found that self-congruity and brand personality are empirically discriminant and affect brand attitudes independently of each other.…”

“…Sirgy's [14] four-part schema includes the following dimensions: actual self-concept, ideal self-concept, social self-concept and ideal social self-concept [14]. Each of these self-concept dimensions corresponds to a self-congruity motive: self-consistency motive for actual self-concept, social consistency motive for social self-concept, self-enhancement motive for ideal self-concept and social approval motive for ideal social self concept [2]. Actual vs.…”

“…self-consistency motive for actual self-concept, social consistency motive for social self-concept, self-enhancement motive for ideal self-concept and social approval motive for ideal social self concept [2].…”

“…Research has generally suggested that ideal self-congruity (that is, congruity between a brand and an individual's ideal self-concept) has a greater influence than actual self-congruity (that is, congruity between a brand and an individual's actual self-concept) on consumer behavior [2] [3]. However, Landon [4] found while ideal self-congruity has a greater effect than actual self-congruity for some consumers, actual self-congruity has the greater effect for others.…”

The self-concept life cycle and brand perceptions: An interdisciplinary perspective

“…Adopting a wide variety of perspectives might potentially reveal new insights into how the selfconcept impacts brand attitude. The narrow focus of selfconcept research in the consumer domain is particularly surprising, as it was established decades ago that consumers use brands as a means of self-expression (Belk 1988); this marks the self-concept as a key construct in consumer research (Aguirre-Rodriguez et al 2012). Moreover, the number of potential consumers in various age groups (e.g., older adults) continues to grow across the globe (Hurd and Rohwedder 2010;Schwarz 2003;Szmigin and Carrigan 2001).…”