Asked by Jaqueline Martinez on May 19, 2024
Verified
Explain what is meant by "self-image congruence."
Self-image Congruence
A concept where consumers prefer products or brands that they perceive to match or align with their own self-image or identity.
- Describe the impact of self-image congruence on consumer behavior and preferences.
Verified Answer
BC
Bhumika ChawlaMay 20, 2024
Final Answer :
Because many consumption activities are related to self-definition, it is not surprising to learn that consumers demonstrate consistency between their values and attitudes and the things they buy. Self-image congruence models predict that products will be chosen when their attributes match some aspect of the self. These models assume a process of cognitive matching between these attributes and the consumer's self-image.
Learning Objectives
- Describe the impact of self-image congruence on consumer behavior and preferences.
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