The Connection between Self concept (Actual self Congruence & Ideal Self congruence) on Brand Preferences

Self concept has been a very important concept in consumer behavior and it gives the central idea to the Marketing people in the market place, Academician and business student to understand the bases to evaluate the self concept. The extensive previous research work gave very important conceptual answer to implement new marketing strategy. A different class of customer can be shot in the marketplace. These are the customers who buy product while evaluating the product self-image, product/brand image and their congruity and then they set their minds to buy the products in the market. The purpose of the research is to explore the self concept dimensions to examine the self congruity relationship with brand preference. Relationships between constructs (actual self congruity, ideal self congruity and brand preference) were hypothesized and data were collected through survey Method. The perceptions of 400 respondents about their self congruity with brand preference were obtained for two types of product usage (‘Mobile phone’ as conspicuous and ‘Bathing soaps’ as inconspicuous) with Seven brands in each type. The moderating role of ‘type of product usage (Conspicuous and inconspicuous)’ was examined in the relationship between actual/ideal self congruity and brand preference.

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The connection between self-image congruence and brand preference for store brands: a study in Portugal

Revista Brasileira de Planejamento e Desenvolvimento ◽

10.3895/rbpd.v4n1.3593 ◽

2015 ◽

Vol 4 (1) ◽

pp. 22 ◽

Cited By ~ 1

Author(s):

Doru Postica ◽

António Cardoso

Keyword(s):

Brand Choice ◽

Past Research ◽

Self Concept ◽

Survey Method ◽

Store Brands ◽

Brand Preference ◽

Self Image ◽

Image Congruence ◽

The Individual ◽

Typical Consumer

When examining consumer behavior, self-image, brand image and their congruity are some of the drivers. Past research assumed and then successfully proved these concepts to impact on product/brand choice, purchase intentions, brand preference and so forth. The purpose of the research is to study the self-concept and its relation to brand preference. A comparison will be made between store brands PingoDoce and Continente. Data were collected through survey method. The perceptions of 34 respondents about their own traits, the traits of a typical consumer of the store brandand brand preference for them were obtained. Examinations were made regarding the relationships between variables mentioned above. The findings suggest there are no significant differences between how store brands Continente and PingoDoce are perceived by consumers according the attribute ratings. Brand preference was very similar for both brands, which did not allow the test of whether the individual will prefer a brand which is perceived by him to be more rather than less similar to his own self-concept.

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Customers’ self-image congruity and brand preference: a moderated mediation model of self-brand connection and self-motivation

Journal of Product & Brand Management ◽

10.1108/jpbm-07-2020-2998 ◽

2021 ◽

Vol ahead-of-print (ahead-of-print) ◽

Author(s):

Yaoqi Li ◽

Chun Zhang ◽

Lori Shelby ◽

Tzung-Cheng Huan

Keyword(s):

Southern China ◽

The Self ◽

Brand Preference ◽

Mediation Model ◽

Shopping Malls ◽

Ideal Self ◽

Content Type ◽

Positive Effects ◽

Moderated Mediation Model ◽

Self Image

Purpose This study aims to examine the moderated mediation model among self-image congruity, self-brand connection, self-motivation and brand preference and validate that actual and ideal self-image congruity are two distinct constructs. As shown in the conceptual model, actual and ideal self-image congruity toward a brand have direct and indirect positive effects on brand preference through self-brand connection, whereas self-motivation moderates the effect of self-image congruity on self-brand connection. Design/methodology/approach Data collection was done through mall intercepts in six shopping malls in Guangzhou, Zhuhai and Huizhou in southern China. In total, 461 usable questionnaires were collected with 500 distributed copies. Confirmatory factor analysis using Mplus (v.7) was done to assess the measurement validity for each construct. PROCESS analysis for SPSS (v.19.0.0) was used for hypothesis testing. Findings Both actual and ideal self-image congruities present significant positive effects on brand preference through self-brand connection. The relationship between self-image congruity and the self-brand connection is also moderated by self-motivation. Originality/value This study fills an existing literature gap by distinguishing self-image and ideal self-image congruity as distinct constructs. Self-brand connection is posited as a new way to understand the mechanism of the self-image congruity effect on brand preference. Samples from several shopping malls in southern China are used to justify the important moderating role of self-motivation in consumers’ brand preferences.

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Weight-Norm Internalization: The Role of the Self-Concept in Norm-Related Self-Evaluation

PsycEXTRA Dataset ◽

10.1037/e413802005-150 ◽

2001 ◽

Author(s):

Gayle R. Bessenoff ◽

Wendi L. Gardner

Keyword(s):

The Self ◽

Self Concept ◽

Self Evaluation ◽

Norm Internalization

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Improvement in Self-Concept during Psychotherapy in a Maximum Security Prison

Perceptual and Motor Skills ◽

10.2466/pms.1974.39.1.311 ◽

1974 ◽

Vol 39 (1) ◽

pp. 311-314 ◽

Cited By ~ 2

Author(s):

Robert R. Zimmermann ◽

Raymond Guest ◽

Charles Geist

Keyword(s):

Self Esteem ◽

The Self ◽

Self Concept ◽

Concept Inventory ◽

Prison Inmates ◽

Ideal Self ◽

Maximum Security ◽

Maximum Security Prison ◽

Therapeutic Program ◽

Psychotherapy Program

24 prison inmates who participated in a psychotherapy program were compared on a self-concept inventory with 19 inmates who did not participate. Self-esteem was defined in terms of the discrepancy between actual-self and ideal-self measures. The greater the discrepancy, the lower the self-esteem. A significant number of Ss in the therapeutic program showed reduction in the discrepancy score after 1 yr. in the program, while the non-therapy Ss showed a slight, but nonsignificant, increase.

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Pengaruh Konsep Diri dan Kecemasan Siswa Terhadap Pemahaman Konsep Matematika

Formatif Jurnal Ilmiah Pendidikan MIPA ◽

10.30998/formatif.v6i1.749 ◽

2016 ◽

Vol 6 (1) ◽

Author(s):

Shinta Dwi Handayani

Keyword(s):

Social Sciences ◽

Data Analysis ◽

Sampling Technique ◽

The Self ◽

Self Concept ◽

Survey Method ◽

Direct Influence ◽

Mathematical Concepts ◽

Math Concepts ◽

Academic Year

This research was conducted with the purpose of knowing the self concept and anxiety influence students towards an understanding of mathematical concepts. The methods used in this research is a survey method. Affordable population are students of Class XI Science social sciences academic year 2014/2015 in Depok. Large sample as much as 90 students, with a sampling technique used was a combination of proportional and random, taken from three private schools. Research instrument used, namely the now self concept as much as 37 statement, now as many as 36 students anxiety statements, test understanding math concepts shaped 24 multiple choice question, which has been in test validitasnya. Data analysis using path analysis. The results of hypothesis testing indicate that: 1) there is a significant direct influence on the concept itself against the understanding of mathematical concepts. 2) there is a significant direct influence on anxiety of students towards an understanding of mathematical concepts. 3) there is a significant direct influence on the concept of yourself against anxiety students. 4) there is an indirect influence on the concept of understanding the mathematical concepts themselves against through the anxiety of students. Keywords: self concept, to the dismay of the students, understanding of math concepts.

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From Awe to Ecological Behavior: The Mediating Role of Connectedness to Nature

Sustainability ◽

10.3390/su10072477 ◽

2018 ◽

Vol 10 (7) ◽

pp. 2477 ◽

Cited By ~ 11

Author(s):

Yan Yang ◽

Jing Hu ◽

Fengjie Jing ◽

Bang Nguyen

Keyword(s):

The Self ◽

Self Concept ◽

Connectedness To Nature ◽

Mediating Role ◽

Nature Study ◽

Ecological Behavior ◽

The Relationship

Awe is a self-transcendent emotion that can diminish one’s focus on the self and serves as an important motivator of commitment to social collectives. However, the influence of awe on ecological behavior is not clear. This study examines the relationships between people’s feeling of awe, their connectedness to nature, and ecological behavior. Three experiments tested the effect of awe on ecological behaviors including mediation tests. Compared with participants in the control condition, participants in the awe condition were more inclined to behave ecologically (Study 1 and 2) and reported a higher feeling of connectedness to nature (Study 2). Moreover, the relationship between awe and ecological behavior was mediated by connectedness to nature (Study 3). These findings indicate that awe helps broaden the self-concept by including nature and increase connectedness to nature, which in turn lead to ecological behavior. They also highlight the significance of connectedness in explaining why awe increases ecological behavior.

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