Who You Are Affects What You Buy by Morgan Ilaw

This study examined the extent to which individuals used their self-concepts to determine brand preference. It was predicted that individuals would prefer brands with images congruent with their own self-image more than brands’ images inconsistent with their self-image. The study also predicted that others would influence consumers’ brand preference, and participants would prefer brands consonant with their in-group associations. A total of 65 participants completed a survey inquiring about their self-image congruity, social identity and brand preferences. Linear regression analyses showed significant support for both hypotheses. Additional analyses among subgroups showed a statistically significant relationship between the self-image congruity and brand preference relationship among whites, minority group, males and females. But the statistically significant relationship did not exist between social identity and brand preference among whites and females.