The impact of consumer avatars in Internet retailing on self-congruity with brands

Aguirre‐Rodriguez, Alexandra; Bóveda-Lambie, Adriana M.; Miniard, Paul W.

doi:10.1007/s11002-014-9296-z

Cited by 19 publications

(11 citation statements)

References 26 publications

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“…In terms of research contexts, the review has revealed that studies on digital BP have been carried out across a wide range of industries and brands (see Appendix ), whereby product brands (Aguirre‐Rodriguez et al., 2015), digital‐native brands and e‐stores (Poddar et al., 2009), service brands (Shi & Shan, 2019), and tourism/destination brands (Borges‐Tiago et al., 2021) were most dominant. While BP has traditionally been more strongly associated with consumer product brands (Saeed et al., 2021), the dominant presence of non‐physical brands was somewhat surprising, yet this may be explained by the fact that in a digital world, all (types of) brands require a strong digital presence and may opt to position their brand using humanlike attributes to engage consumers at different digital channels.…”

Section: Review Findings (Tccm)mentioning

confidence: 99%

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Consumers’ brand personality perceptions in a digital world: A systematic literature review and research agenda

Ghorbani

Karampela²,

Tonner

2022

Int J Consumer Studies

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In a digital world, it is becoming increasingly important for marketing researchers and practitioners to understand how consumers attribute humanlike characteristics and personality traits to brands, as the brand's personality has a significant influence on consumers’ behavior and their brand relationships. However, despite a growth in research interest over the past two decades, the literature on consumers’ digital brand personality perceptions remains fragmented and dispersed across digital contexts. Thus, now is an opportune time to take stock of the field and build a knowledge foundation for future research to establish the domain of digital brand personality. To this end, this systematic literature review, based on the TCCM framework, identifies dominant theories, contexts, characteristics, and methodologies used to study consumers’ digital brand personality perceptions by systematically reviewing 107 peer‐reviewed journal articles published between 2005 and 2021. Using an in‐depth content analysis of the articles, this review integrates research findings from different digital contexts and provides a new conceptual framework of digital brand personality. The review concludes with a comprehensive research agenda that highlights the need to broaden the theoretical groundings of the field (theory); identifies numerous digital touchpoints and new technologies that remain underexplored (context); reveals inconsistencies and knowledge gaps regarding dimensions, antecedents, and consequences of digital brand personality (characteristics); and suggests diverse, digital‐based research approaches (methodology) to further advance the study of consumers’ digital brand personality perceptions.

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Section: Review Findings (Tccm)mentioning

confidence: 99%

“…(Aguirre-Rodriguez et al, 2015), digital-native brands and e-stores(Poddar et al, 2009), service brands, and tourism/ destination brands(Borges-Tiago et al, 2021) were most dominant.…”

mentioning

confidence: 99%

Consumers’ brand personality perceptions in a digital world: A systematic literature review and research agenda

Ghorbani

Karampela²,

Tonner

2022

Int J Consumer Studies

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“…A customized avatar that looks the same as the user can increase the user's self-concept accessibility and self-awareness (Aguirre-Rodriguez et al, 2015), making it more likely to project one's existing attitudes or beliefs onto the avatar. Abundant evidence from narrative processing also suggests that when a character resembles oneself, people tend to project one's own thoughts and feelings to the character's minds (Ames, 2004a;Krebs, 1975).…”

Section: Egocentric Projectionmentioning

confidence: 99%

Actor–Observer Asymmetry in Virtual Reality

Zhou

Won

2024

Journal of Media Psychology

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Actors and observers attend to different aspects of behavior, leading them to interpret the same event in distinct ways. Virtual reality technology enables users to easily switch their visual perspective and modify an avatar to represent users’ own or another’s identity. We conducted a pilot study ( n = 69) and a pre-registered main study ( n = 101) manipulating visual perspective and avatar identity to investigate their impacts on actor–observer asymmetry. We designed a ball-tossing game in an immersive virtual environment as a test case. Actor–observer differences were captured from four dimensions: participants’ engagement with the virtual event, behavior explanations, behavior evaluations, and perceived agency. Results showed that visual perspective was an important factor influencing people’s virtual experience. Viewing events from the first-person visual perspective increased event engagement indicated by greater self-presence in the virtual world and self-avatar merging. Participants with the third-person visual perspective judged avatar behavior more intentional and used more subjective reasons to explain it. People embodied in an avatar that resembled the self had more positive evaluations of the avatar’s behavior than those embodied in a stranger avatar. We discuss the theoretical and practical implications of actor–observer asymmetry in virtual reality.

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“…Exploring self‐congruity for predicting consumer behaviour has been popular in marketing research over last five decades (Alabed et al, 2022; Birdwell, 1968; Dolich, 1969; Aguirre‐Rodriguez et al, 2015; Sirgy, 2018, 1982; Sop & Kozak, 2019). The discussion on consumer behaviour as a function of self‐congruity was initiated by Gardner and Levy (1955) and further propagated by Sirgy (1982), proposing ‘ self‐congruity theory ’.…”

Section: Introductionmentioning

confidence: 99%

Five decades of self‐congruity in consumer behaviour research: A systematic review and future research agenda

Kolańska‐Stronka,

Singh

2023

Int J Consumer Studies

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The conceptualization of self‐congruity is more than five decades old. However, the research on its effect on consumer behaviour is still evolving, ensuing the literature developed being fragmented and dispersed. This concern state‐of‐art summarization of the literature to consolidate knowledge on self‐congruity. The purpose of this review article is to structure the self‐congruity literature on understanding consumer behaviour developed over five decades in terms of significant theories, contexts, frameworks, and methodologies. This review also aims to provide an integrative research model and outline future research directions. To this end, Scientific procedure and rationales for systematic literature reviews (SPAR‐4‐SLR) protocol with the lens of the Theory, Context, Characteristics, Methods (TCCM) framework was adopted for review procedure. The review was conducted with a corpus containing 339 research articles on exploring self‐congruity facets and its effect on consumer behaviour published between 1973 and 2022. The findings are reported using TCCM convention adopting inductive approach. Further, based on the review findings, an integrative model of self‐congruity is put forth summarizing the research frameworks and constructs adopted as antecedents, modifiers, and implications in investigating self‐congruity effect on consumer behaviour. This review paper concludes recommending future research agendas with the intention of expanding self‐congruity research in emerging contexts applying cutting‐edge methodology.

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The impact of consumer avatars in Internet retailing on self-congruity with brands

Cited by 19 publications

References 26 publications

Consumers’ brand personality perceptions in a digital world: A systematic literature review and research agenda

Consumers’ brand personality perceptions in a digital world: A systematic literature review and research agenda

Actor–Observer Asymmetry in Virtual Reality

Five decades of self‐congruity in consumer behaviour research: A systematic review and future research agenda

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