Journal of the Academy of Marketing Science

, Volume 19, Issue 4, pp 363–375

Self-congruity versus functional congruity: Predictors of consumer behavior

  • M. Joseph Sirgy
  • J. S. Johar
  • A. C. Samli
  • C. B. Claiborne
Article

DOI: 10.1007/BF02726512

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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Abstract

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.

Copyright information

© Academy of Marketing Science 1991

Authors and Affiliations

  • M. Joseph Sirgy
    • 1
  • J. S. Johar
    • 2
  • A. C. Samli
    • 3
  • C. B. Claiborne
    • 4
  1. 1.Virginia Polytechnic Institute and State UniversityUSA
  2. 2.California State UniversityUSA
  3. 3.University of North FloridaJacksonvilleUSA
  4. 4.James Madison UniversityHarrisonburgUSA

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