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

Aguirre-Rodriguez, A, Bosnjak, M, Sirgy, MJ. (2012). Moderators of the self-congruity effect on consumer decision-making: A meta-analysis . JOURNAL OF BUSINESS RESEARCH, 65(8), 1179-1188. 10.1016/j.jbusres.2011.07.031

cited authors

  • Aguirre-Rodriguez, A; Bosnjak, M; Sirgy, MJ

authors

abstract

  • Value-expressive brands' success stem largely from self-congruity between their brand personalities and targeted consumers' self-concepts (Aaker, 1997). Over 100 conceptual and empirical articles highlight self-congruity's effect on consumer decision-making. The following meta-analysis identifies key theoretical and managerial issues of the self-congruity effect. Study results reinforce the self-congruity effect's robustness (r. =. .31). Moderation analysis sheds theoretical insights about self-congruity's motivational and cognitive underpinnings. The findings suggest self-congruity effects are a function of underlying self-motive "socialness," degree of self-enhancement sought, the brand personality facet, the judgment object's abstraction level, cognitive elaboration, and the underlying impression formation process. These findings generate methodological and theoretical recommendations for future self-congruity research, as well as recommendations for marketing practitioners. © 2011 Elsevier Inc..

publication date

  • August 1, 2012

published in

Digital Object Identifier (DOI)

start page

  • 1179

end page

  • 1188

volume

  • 65

issue

  • 8