Explaining housing preference and choice: The role of self-congruity and functional congruity

Abstract

We argue in this paper that research on housing preference and choice focusing on functional aspects of the home may be enhanced by incorporating social and psychological determinants such as the stereotypical image of the homeowner. Based on self-congruity theory, we posit that homebuyers are likely to take into account both functional and symbolic aspects in their housing choice. In addition, functional aspects of the home may be interpreted in light of the symbolic aspects - perceived consistency with the homebuyer's self image. Managerial, policy, and research implications are discussed. © Springer Science+Business Media, Inc. 2006.