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Self-congruity versus functional congruity: Predictors of consumer behavior

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Abstract

Four studies were conducted to test the hypothesis that (1) consumer behavior is more strongly predicted by functional congruity than by self-congruity, and (2) functional congruity is influenced by self-congruity. The pattern of the results provides support for hypotheses.

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Authors and Affiliations

  1. Virginia Polytechnic Institute and State University, Virginia, USA

    M. Joseph Sirgy

  2. California State University, California, USA

    J. S. Johar

  3. University of North Florida, Jacksonville, USA

    A. C. Samli

  4. James Madison University, Harrisonburg, USA

    C. B. Claiborne

Authors
  1. M. Joseph Sirgy
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  2. J. S. Johar
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  3. A. C. Samli
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  4. C. B. Claiborne
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Sirgy, M.J., Johar, J.S., Samli, A.C. et al. Self-congruity versus functional congruity: Predictors of consumer behavior. JAMS 19, 363–375 (1991). https://doi.org/10.1007/BF02726512

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