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: 1876 CZK
Availability: InStock

Autor: Sabrina Hegner

Jazyk:

Vazba: Brožovaná

Vydavatel: VDM Verlag Dr. Müller

Dostupnost: U nakladatele na objednávku

Odesíláme za 17-27 dnů

1 876 Kč

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

Informace o knize

Autor

Sabrina Hegner

Jazyk

Angličtina

Vazba

Kniha - Brožovaná

Vydáno

2008

Stránek

208

EAN

9783639003154

Enbook ID

06810478

Vydavatel

VDM Verlag Dr. Müller

Hmotnost

326

Rozměry

150 x 12 x 13

Kompletní popis

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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