Self-congruity versus functional congruity: Predictors of consumer behavior
Journal of the Academy of Marketing SciencePublished 1 September 1991
M. Joseph Sirgy, J. S. Johar, A. Coskun Samli, C. B. Claiborne
Citations429
SJR quartileQ1
SJR score6.90
SNIP4.39
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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.
Keywords
Social SciencesBusiness, Management and Accounting
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