Please use this identifier to cite or link to this item:
Title: Moderators of the Self-Congruity Effect on Consumer Decision-Making: Extension of a Meta-Analysis
Authors: Sahin, Anil-Melih
Issue Date: 1-Mar-2019
Publisher: PsychArchives
Abstract: Companies can increase their revenue by considering self-congruity between targeted consumers’ self-concept and the associated personalities of respective brands in their marketing strategies. The meta-analysis by Aguirre-Rodriguez, Bosnjak, and Sirgy (2012) provided scientific evidence for the solidity of self-congruity’s main effect on consumer decision-making and moderating variables. The following meta-analysis extends the original meta-analysis by a) investigating studies released in a subsequent time period between 2011 and 2018, b) analyzing the additional moderators consumer knowledge and experience, cultural setting, and involvement with product class next to the moderators of the original study, and finally c), utilizing a three-level meta-analytic model as methodological framework for analyses. The analysis combined data from over 53,000 participants across 143 studies, resulting in a total of 557 effect sizes. Results replicate the robust main effect between self-congruity and consumer decision-making (r = .37) and suggest that self-congruity effect is a function of socialness motive, consumer knowledge, and direct vs. indirect type of measurement. Based on the given data, most hypotheses from the original meta-analysis could not be reconfirmed. Altogether, this meta-analysis provides incremental evidence for the self-congruity effect on consumer decision-making. Consideration of new evidence and convergence with evidence from the original meta-analysis provide scholarly insights for shedding more light on the moderating underpinnings of self-congruity. Limitations and recommendations for future research and managerial insights for marketing practitioners are highlighted.
Citation: Sahin, A.-M. (2019). Moderators of the Self-Congruity Effect on Consumer Decision-Making: Extension of a Meta-Analysis. PsychArchives.
Appears in Collections:Thesis (Master)

Files in This Item:
File Description SizeFormat
Public Use
4,67 MBUnknownDownload

This item is licensed under a Creative Commons License Creative Commons