It was hypothesized that the attitude predictiveness of self-congruity and functional congruity is moderate by brand conspicuousness, uniqueness, differentiation, and involvement.
A study was conducted involving eight different product categories and subjects. The overall pattern of results provided some support for the moderating effects of conspicuousness, uniqueness, involvement, and differentiation on attitude predictiveness of self-congruity and functional congruity.
The results provided support for these expectations.
Johar and Sirgy proposed that attitude predictiveness of self-congruity may be enhanced under conditions of high brand conspicuousness and uncommon usage.
Furthermore, the predictiveness of functional congruity may be enhanced under conditions of high brand involvement and brand differentiation cf. Shavitt ; Sirgy and Johar The purpose of the present study is to develop and test an integrated model of self-congruity and functional congruity. The model is designed to integrate theoretical notions from Sirgy et al.
The marketing researcher uses concepts of functional congruity and self-congruity through the use of multiattribute attitude models and self-image congruence models for brand positioning Johar and Sirgy Hence, it would be quite useful for marketing researchers to know under what circumstance self-congruity and functional congruity models should be used in brand positioning research.
To use self-congruity and functional congruity in consumer research, we need to understand the conditions under which these constructs explain and predict consumer behavior. An ideal self-image incorporates attributes one aspires The application of self congruity theory in have. A social self-image involves beliefs about how one is viewed by others, and the ideal social self-image is the image one aspires others to have of him or herself.
The greater the match of the brand user image, the more positive and attitude toward the brand, and vice versa Sirgy For example, a specific brand of toothpaste may be evaluated along a set of utilitarian attributes such as preventing cavities, freshening breath, whitening teeth, and tasting good.
The consumer may have referent points or standards e.
Expectancy-value researchers explain that a positive attitude is likely if the object of evluation is perceived to have characteristics that are positively valued. The relationship between self-congruity and functional congruity has been addressed by several studies Samli and Sirgy, ; Sirgy and Samli, ; Sirgy et al.
Samli and Sirgy conducted a study to test the differential impact of self-congruity and functional congruity on store loyalty.
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|The Application of Self-Congruity Theory in Tourism | Essay Example||Their refinement of Heider treated the Other person O as a message Source. Both of these relationships were represented by a number as well as a direction plus or minus.|
|The purpose of this paper is to examine whether individuals who prefer different volunteering organisations have different self-concepts, whether individuals perceive their preferred volunteering organisation as more similar to their self-concept than other volunteering organisations, and whether self-congruity theory correctly predicts consumer volunteer behaviour differences across organisations and organisational missions. Data were collected on people's preferred volunteering organisation, their self-concept and their perceived image from eight volunteering organisations using an online self-completion survey.|
|The Application of Self-Congruity Theory in Tourism | Essay Example||
Specifically, store loyalty was regressed on self-congruity social and ideal social congruities and functional congruity functional evaluation of store-image in addition to socioeconomic status, area loyalty, and shopping-complex loyalty. The results indicated that although self-congruity failed to significantly predict store loyalty, the self-congruity variables social congruity and ideal social congruity were significantly correlated with functional congruity functional store-image evaluation or multiattribute attitude.
In a follow-up study, Sirgy and Samli demonstrated through causal path analysis that store loyalty may be primarily influenced by functional congruity functional store-image evaluationand that functional congruity is influenced by self-congruity social and ideal social congruity. That is, the study demonstrated a "biasing effect" of self-congruity on functional congruity.
This effect suggests that, although functional congruity is more closely related to consumer behavior than self-congruity, functional congruity is significantly influenced by self-congruity. Four studies were conducted to test the hypotheses that 1 consumer behavior is more strongly predicted by functional congruity than by self-congruity, and 2 functional congruity is influenced by self-congruity.
Perception and evaluation of functional attributes operate at a more-conscious level to influence consumer behavior. Also, self-congruity was hypothesized to influence consumer behavior directly but less strongly than functional congruity.
That is, the motivational tendency generated as a result of self-congruity not only biases functional congruity, but also impacts consumer behavior directly.
Johar and Sirgy developed a conceptual model addressing the psychological dynamics involved in value-expressive and utilitarian appeals. The model helped clarify the distinctions between these two types of advertising appeals.
The model showed how value-expressive appeals involve a psychological process in which the brand user image is compared with the audience self-image i. The model further articulated a set of hypotheses concerning moderator effects, such as the conditions which would enhance the effectiveness of value-expressive appeals, and similarly the conditions which moderate the effectiveness of utilitarian appeals.
It was hypothesized that a value-expressive advertising appeal may be effective when the product brand is uncommonly used or uniqueand when the product brand is conspicuously consumed.
Conversely, utilitarian advertising appeal may be effective when the product brand is highly differentiated from its competition, and when the consumer is highly involved with the product brand.
The Self-Congruity Effect Self-congruity models are based on the cognitive matching between value-expressive attributes of a given brand and consumer self-concept.
Among the commonly used self-congruity models arc the actual self-congruity model, the ideal self-congruity model, the social self-congruity model, the ideal social self-congruity model, and the affective self- social congruity models.
By using that product, consumers would be able to fulfill their needs of self-esteem, self-consistency, social consistency, and social approval. This situation is expected to maximize brand preference and use.
Based on the above discussion, the following hypothesis was deduced:Sirgy () summed up the importance of self-concept in self- congruity theory like this: 1. Self-concept is of value to the individual, and behavior will be directed toward the protection and enhancement of self-concept.
2. The purchase, display, and use of goods communicate symbolic meaning to . For the three volunteering organisations with high levels of awareness and distinct images, self-congruity theory held; that is, people who volunteer for them perceive those organisations as being more similar to their self-concept than other volunteering organisations.
Psychology Definition of CONGRUITY THEORY: postulated by American psychologists PercyTannenbaum and Charles Osgood, a mental consistency theory which centers on the part of the convincing conversati.
This article will attempt to provide a theoretical framework of the development of the self-congruent theory utilized in tourism by reviewing relevant literatures, highlighting landmark opinions and comparing the constructive models regarding pertinent issues, including destination image, destination branding, tourist destination choice, consumer needs, motivation, tourist segmentation etc.
The study also supports the self-congruity theory within the context of tourism destinations, indicating that both actual congruity and ideal congruity have a positive impact on behavioral intentions. Self-congruity and volunteering: a multi-organisation comparison Melanie Randle University of Wollongong, [email protected] Sara Dolnicar University of Wollongong, [email protected] This research extends the application of self-congruity theory to the volunteering context.
It identifies three key dimensions that affect the extent to.