Journal of the Academy of Marketing Science

, Volume 19, Issue 4, pp 363–375 | Cite as

Self-congruity versus functional congruity: Predictors of consumer behavior

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


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.


Consumer Behavior Purchase Intention Brand Attitude Product Image Semantic Differential Scale 
These keywords were added by machine and not by the authors. This process is experimental and the keywords may be updated as the learning algorithm improves.


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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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