The Three-Component Multidimensional Model of Self-Image Congruence: An Abstract

Abstract

Self-congruence theory is one of the most widely cited theories explaining consumer behavior (Aguirre-Rodriguez et al. 2012; Sirgy 1982, 2018). The importance of congruence between a self-image and the brand user image stems from the meaningfulness of self-concept to well-being and an individual’s functioning (Carver and Scheier 1998; Higgins 1997) as well as the large potential of brand image for constructing the user self-concept (Belk 1988; Wicklund and Gollwitzer 1982). Researchers note that the validity of self-image congruence studies is threatened by the lack of universal instruments (Avis et al. 2014), the domain adjustment problem (Avis 2012), the unidimensionality of measurement (Eisend and Stokburger-Sauer 2013), underestimating the salience of undesired typical brand-user images (Bosnjak and Brand 2008). The purpose of presentation is to propose a solution to the problems by providing a new conceptualization of self-image congruence and on their operationalization according to a methodological framework of psycholexical studies applied in personality psychology (De Raad 1998; Saucier and Srivastava 2015). Polish participants were selected for the qualitative and quantitative studies using quota sampling. Age gender were established as the controlled variables. For the qualitative study, eight interviewers surveyed 583 people aged 13 to 82 (M = 36.6, SD = 16.9); 51.8% were women. The quantitative study was carried out by nine interviewers on a sample of 652 people aged 15 to 83 (M = 37.0, SD = 15.0); 53.8% of the sample were women. Results of 583 interviews, analyzed under a psycholexical research procedure, were compiled into a list of the most frequent brand user attributes. A quantitative study resulted in positive (Sophistication, Sociability, Responsibility, Agency) and negative (Haughtiness, Old-Fashionedness, Boorishness, Avarice) dimensions of consumer-to-typical brand user comparisons. Based on the principal self-evaluation motives, a Self-Brand Meaning Model was developed, which enabled a multidimensional measure of a confirmatory value and positive and negative added value of the brand for the consumer self-image. The structure and explanatory value of the model were successfully tested on a sample of 240 consumers. In comparison with users of brands are important not only personality traits, but also other aspects. The study showed that people buy a brand not just for improve themselves or confirm their own characteristics, but also to avoid undesirable image. The proposed measurement of congruence explains substantial part of brand preference variance.