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: 81.29 EUR
Availability: InStock

Автор: Sabrina Hegner

Език:

Корици: С меки корици

Издател: VDM Verlag Dr. Müller

Наличност: Налично при издателя, по поръчка

Изпращаме след 17-27 дни

81.29 € 158.98 лв

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

Информация за книгата

Автор

Sabrina Hegner

Език

Английски език

Корици

Книга - С меки корици

Издадена

2008

страници

208

EAN

9783639003154

Enbook ID

06810478

Издател

VDM Verlag Dr. Müller

Теглоt

326

Размери

150 x 12 x 13

Пълно описание

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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