Self-Concept and Consumer Behaviour - A Meta-Analysis

Name: Self-Concept and Consumer Behaviour - A Meta-Analysis
Brand: VDM Verlag Dr. Müller
SKU: 9783639003154
Price: 27394 HUF
Availability: InStock

Szerző: Sabrina Hegner

Nyelv:

Kötés: Puha kötésű

Kiadó: VDM Verlag Dr. Müller

Elérhetőség: Kiadói készleten rendelésre

Küldés 17-27 napon belül

27 394 Ft

Lots of studies have examined the relationship between consumer purchase decisions as a function of...

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Szerző

Sabrina Hegner

Nyelv

Angol

Kötés

Könyv - Puha kötésű

Kiadva

2008

oldal

208

EAN

9783639003154

Enbook ID

06810478

Kiadó

VDM Verlag Dr. Müller

Súly

326

Méretek

150 x 12 x 13

Teljes leírás

Lots of studies have examined the relationship between consumer purchase decisions as a function of the match between the consumer?s self-image and perceived product image. This phenomenon has been termed ''image congruence''. Based on the self-consistency motivation theory, consumers prefer products that are similar to themselves. Under conditions of low discrepancy between product image and self-image, positive self- congruity results in an approach motivation which should lead to a positive consumer decision in relation to that product. Alternatively, when high discrepancy between product image and self-image exists, it results in low-self-congruity which should lead to an avoidance motivation. This book provides a meta-analysis of the empirical findings in the image congruence literature to explore the generalizability of the image congruence effect and the influence of theoretical moderators. Combined effects across empirical studies show that the effect of image congruence across consumer outcomes is robust.

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Self-Concept and Consumer Behaviour - A Meta-Analysis

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