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| Author: | Barone, M. |
| Title: | Product ownership as a moderator of self-congruity effects |
| Journal: | Marketing Letters
1999 : FEB, VOL. 10:1, p. 75-85 |
| Index terms: | MARKETING PRODUCTION EVALUATION |
| Language: | eng |
| Abstract: | A number of studies have investigated the self-congruity hypothesis, which predicts that consumers prefer products and brands whose images closely correspond to their own self-concepts. Support for this hypothesis has been equivocal, and investigators have explored methodological factors and moderators that might account for the discrepant results. The authors' study demonstrates that product ownership does indeed moderate these effects. |
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