Self-congruity versus functional congruity: Predictors of consumer behavior
- Cite this article as:
- Sirgy, M.J., Johar, J.S., Samli, A.C. et al. JAMS (1991) 19: 363. doi:10.1007/BF02726512
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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.