Self-congruity versus functional congruity: Predictors of consumer behavior
M. Joseph Sirgy, J. S. Johar, A. C. Samli, C. B. Claiborne
Journal of the Academy of Marketing Science · 1991 · Volume 19 · Issue 4
Abstract
Four studies were conducted to test the hypothesis that (1) consumer behavior is more strongly predicted by functional congruity than by self-congruity, and (2) functional congruity is influenced by self-congruity. The pattern of the results provides support for hypotheses.
Keywords
Consumer Behavior, Purchase Intention, Brand Attitude, Product Image, Semantic Differential Scale
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