Moderators of the self-congruity effect on consumer decision-making: A meta-analysis
Moderators of the self-congruity effect on consumer decision-making: A meta-analysis
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DOI：
10.1016/j.jbusres.2011.07.031
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发表时间：
2012-08
影响因子：
11.3
通讯作者：
Alexandra Aguirre‐Rodriguez;M. Bošnjak;M. Joseph Sirgy
中科院分区：
文献类型：
--
作者：
Alexandra Aguirre‐Rodriguez;M. Bošnjak;M. Joseph Sirgy
价值表现型品牌的成功很大程度上源于他们的品牌个性和目标消费者的自我概念之间的自我和谐(Aaker，1997)。超过100篇概念性和经验性文章强调了自我和谐对消费者决策的影响。下面的元分析确定了自我和谐效应的关键理论和管理问题。研究结果增强了自我和谐效应的稳健性(r=.31)。适度分析提供了关于自我和谐的动机和认知基础的理论见解。研究结果表明，自我和谐效应是潜在的自我动机“社会性”、寻求的自我提升程度、品牌人格层面、判断对象的抽象水平、认知精细化和潜在印象形成过程的函数。这些发现为未来的自我和谐研究提供了方法论和理论上的建议，也为营销从业者提供了建议。
Value-expressive brands’ success stem largely from self-congruity between their brand personalities and targeted consumers’ self-concepts (Aaker, 1997). Over 100 conceptual and empirical articles highlight self-congruity's effect on consumer decision-making. The following meta-analysis identifies key theoretical and managerial issues of the self-congruity effect. Study results reinforce the self-congruity effect's robustness (r=.31). Moderation analysis sheds theoretical insights about self-congruity's motivational and cognitive underpinnings. The findings suggest self-congruity effects are a function of underlying self-motive “socialness,” degree of self-enhancement sought, the brand personality facet, the judgment object's abstraction level, cognitive elaboration, and the underlying impression formation process. These findings generate methodological and theoretical recommendations for future self-congruity research, as well as recommendations for marketing practitioners.