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 c ...
DETAILS
Self-Concept and Consumer Behaviour - A Meta-Analysis
Hegner, Sabrina
Kartoniert, 208 S.
Sprache: Englisch
220 mm
VDM Verlag Dr. Müller (2008)
Gewicht: 326 g
ISBN-13: 978-3-639-00315-4
Titelnr.: 21190431