The Influence of Actual and Ideal Self-Congruity on Consumers' Purchase Intentions

Abstract

During the course of consumer behaviour research an augmented focus pertaining to consumer brand selection and the reason/s why consumers purchase a particular brand became evident. Research postulates that consumers tend to purchase brands that have personality attributes that closely correspond to their actual self-concept and enhance their self-image, thereby bringing them closer to their ideal self-concept. Self-congruity is of paramount importance to marketing for the reason that most of the products consumers purchase are influenced by the images consumers have about themselves. According to Sirgy in 1982, self-congruity defines the procedure in which consumers match their own self-concept with the imageries of a particular brand (as cited in Sohn & Yuan, 2011). In this era of hyper competition in the marketplace, it is imperative that marketers establish and preserve an enduring, mutually beneficial relationship between their brands and their target markets in order for their companies’ growth and survival. This article aims to assess the influence that actual and ideal self-congruity have on consumers’ purchase intentions with reference to the clothing and mobile phone brands that are purchased by consumers. This study was undertaken in EThekwini (Durban), South Africa and was conducted within a Public Tertiary Institution comprising of postgraduate and undergraduate students from three colleges. The institution comprised of thirteen Schools which participated in this study. A sample of 385 respondents was drawn using simple random sampling with a 100% response rate from respondents. Since students represent a lucrative market segment for marketing managers to penetrate, a survey was undertaken in order to unearth whether there exists a congruous relationship between the self-concept of students and the personality attributes of the brands they purchase; and to determine the impact that this relationship has regarding students’ brand preference, customer-brand satisfaction and brand loyalty on students’ purchase intentions. Data for the sample was collected using a self-developed, precoded questionnaire whose psychometric properties were statistically determined. Data was analyzed using descriptive and inferential statistics. The results indicate that actual and ideal self-congruity does influence purchase intentions significantly and there exists a positive relationship among students’ actual and ideal self-congruity, brand preference, customer-brand satisfaction and brand loyalty. Consumers tend to base brand choices for clothing and mobile phones very closely to their perceptions of their actual and ideal self-concepts thus this becomes important for marketers to monitor and target in order to better influence future purchase intentions of these consumers. Based on the results of the study recommendations have been made to better understand consumers and their actual and ideal selves more critically with a view to servicing them more efficiently. The results, thus enable marketing managers to improve brand loyalty, brand preference and customer-brand satisfaction among consumers; and gain insight into consumers’ actual and ideal self-congruity.

The Impact of Body Positivity in Fashion Advertising on Customer Perceptions and Purchase Intentions

“…H1: Actual self-congruity will correspond to higher purchase intention According to the data analysis, it is not demonstrated that actual self-congruity corresponds to increased purchasing intention. This differs from previous research by Carnevale (2018), Sirgy (1985), and Tooray and Oodith (2017), who found that actual self-congruity and customer attitudes and purchase intention are positively correlated, implying that consumers are more likely to have favorable opinions about advertisements and higher purchase intentions when the model's body size matches the consumer's actual body size. The outcome of this study differs from the results of previous comparable studies because it is validated by the interview results when respondents are asked to compare their actual bodily state to their ideal beauty standard.…”

“…It has not been established that ideal self-congruity correlates substantially with increased buying intention. This differs from previous research by Carnevale (2018), Sirgy (1985), and Tooray and Oodith (2017), which stated that higher ideal self-congruity is associated with a consumer's perception of their ideal body type matching that of the model in a fashion advertisement, ideal congruity affects purchasing incentive cumulatively, and both actual and ideal self-congruity affect purchase intentions. Recent research, however, has produced findings that call the ideal selfcongruity concept into question.…”

“…tisements has a positive impact on more positive attitude towards advertisement According to the findings, the employment of an ideal body model in fashion commercials has a considerable favorable influence on more positive customer attitudes regarding advertisements. This study backs up the findings of Carnevale (2018), Sirgy (1985), and Tooray and Oodith (2017), who found a link between exposure to ideal body models and more favourable sentiments about fashion commercials. According to these research, idealized body images in commercials act as aspirational symbols, creating good opinions of the items and brand.…”

The self-concept in consumer behaviour based on the example of luxury brands

“…The ambition of self-assessment represents the third type of motivation (Sedikides et al, 2015). The hypothesis of congruency was revised in the past but with reference to the actual and the ideal self it is still valid (Tooray & Oodith, 2017). The individual's behaviour depends on the various roles which are required by their environment which points out that their self is not stable (Aaker, 1999).…”