Sabrina Hegner

Self-Concept and Consumer Behaviour - A Meta-Analysis

• Broschiertes Buch

Produktbeschreibung

Lots of studies have examined the relationshipbetween consumer purchase decisions as a function ofthe match between the consumer?s self-image andperceived product image. This phenomenon has beentermed 'image congruence'.Based on the self-consistency motivation theory,consumers prefer products that are similar tothemselves. Under conditions of low discrepancybetween product image and self-image, positive self-congruity results in an approach motivation whichshould lead to a positive consumer decision inrelation to that product. Alternatively, when highdiscrepancy between product image and self-imageexists, it results in low-self-congruity whichshould lead to an avoidance motivation.This book provides a meta-analysis of the empiricalfindings in the image congruence literature toexplore the generalizability of the image congruenceeffect and the influence of theoretical moderators.Combined effects across empirical studies show thatthe effect of image congruence across consumeroutcomes is robust.

Produktdetails

• Verlag: VDM Verlag Dr. Müller / VDM Verlag Dr. Müller e.K.
• Seitenzahl: 208
• Englisch
• Abmessung: 12mm x 150mm x 220mm
• Gewicht: 326g
• ISBN-13: 9783639003154
• ISBN-10: 3639003152
• Artikelnr.: 23808099

Autorenporträt

Hegner, Sabrina§seit Okt. 2007: Wissenschaftlicher Mitarbeiter am Lehrstuhl für innovatives Markenmanagement (LiM), Universität Bremen 2006: Master of Business (Marketing) an der University of Western Sydney 2002-2008: Studium der Psychologie an der Friedrich-Schiller-Universität Jena und der Universität Mannheim