Purchase Motivation as a Function of Self-Congruity and Functional Congruity: a Structural-Causal Analysis

Abstract

This paper develops and tests a model of purchase motivation. The model asserts that purchase motivation can be predicted by self-congruity and functional congruity. Self-congruity is hypothesized to be mostly determined by value-expressiveness. Functional congruity, on the other hand, is hypothesized to be mostly determined by product utilitarianism. Whereas the product value-expressiveness part of the model only partially supported the hypotheses, the product-utilitarian part of the model was consistent with the hypotheses.