Self-congruity versus functional congruity: Predictors of consumer behavior |
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| Authors: | M. Joseph Sirgy J. S. Johar A. C. Samli C. B. Claiborne |
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| Affiliation: | (1) Virginia Polytechnic Institute and State University, Virginia, USA;(2) California State University, California, USA;(3) University of North Florida, Jacksonville, USA;(4) James Madison University, Harrisonburg, USA |
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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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