Brief research note: Self congruity, reference groups, and consumer behavior
نویسندگان
چکیده
منابع مشابه
Self Reported Disability and Reference Groups
Social networks and social interactions affect individual and social norms. We develop a direct test of this using Dutch survey data on how respondents evaluate work disability of hypothetical people with some work related health problem (vignettes). We analyze how the thresholds respondents use to decide what constitutes a (mild or more serious) work disability depend on the number of people r...
متن کاملSelf Reported Disability and Reference Groups
Individuals are inuenced by the types of people with whom they associate and who form their social networks. These social interactions may a¤ect individual and social norms. We develop a direct test of this using Dutch survey data on how respondents evaluate work disability of hypothetical people with some work related health problem (vignettes). We analyze how the thresholds respondents use t...
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Price-matching guarantees are widely used in consumer and industrial markets. Previous studies argue that they are a marketing tactic that facilitates implicit price collusion. This is because once a store adopts this marketing tactic, its rivals can no longer steal its customers by undercutting its price, and hence they have little incentive to initiate price cuts. While a store with price-mat...
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Self-congruity theory proposes that part of consumer behaviour is determined by an individual’s comparison of the image of themselves to the image of a product/brand, or to the stereotype of a typical user of the brand (Sirgy, 1986). Self-congruity models have been used in a variety of product branding applications; however, limited research has been conducted within the service industries. Ser...
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Brand communication through advertising plays an important role in developing strong brands in emerging markets, especially in India. This chapter investigates how ethnocentrism moderates the effects of advertising adaptation levels (globalization, glocalization, and localization) on Indian consumers’ ad evaluation and self-brand congruity. It uses self-brand congruity to explain the psychologi...
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ژورنال
عنوان ژورنال: SA Journal of Industrial Psychology
سال: 2004
ISSN: 2071-0763,0258-5200
DOI: 10.4102/sajip.v30i1.133