The article focuses on the influence of image congruence on consumer choice. For a number of years, there has been much speculation on personality and the way it affects the individuals choice of automobiles. Attempts to show that persons with different sorts of personalities bought different sorts of automobiles were generally unsuccessful or, at best, partially successful. Most students of marketing are familiar with the many studies that have attempted to link personality variables with the choice of a particular brand of automobile. In almost all instances, the assumed relationship has been that when a person buys an automobile he chooses a particular brand because it conveys some symbolic meaning to him and is a physical extension of his personality. In an effort to shed new light on the subject, the experiments to be reported here began with the idea of using the image of self as the central concept of the study. The fact that the self is an accepted concept of personality is borne out by the number of personality theorists who have either made some provision for the self in their systematic formulations of the concept of personality or have made direct use of the self as the foundation of their theories of personality.
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