Thesis (Master)

Moderators of the Self-Congruity Effect on Consumer Decision-Making: Extension of a Meta-Analysis

Author(s) / Creator(s)

Sahin, Anil-Melih

Advisor(s)

Bosnjak, Michael
Erdfelder, Edgar

Other kind(s) of contributor

Sirgy, Joseph M.

Abstract / Description

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.

Persistent Identifier

Date of first publication

2019-03-01

Publisher

PsychArchives

Citation

Sahin, A.-M. (2019). Moderators of the Self-Congruity Effect on Consumer Decision-Making: Extension of a Meta-Analysis. PsychArchives. https://doi.org/10.23668/psycharchives.2371
  • Advisor(s)
    Bosnjak, Michael
  • Advisor(s)
    Erdfelder, Edgar
  • Author(s) / Creator(s)
    Sahin, Anil-Melih
  • Other kind(s) of contributor
    Sirgy, Joseph M.
  • PsychArchives acquisition timestamp
    2019-03-07T13:10:34Z
  • Made available on
    2019-03-07T13:10:34Z
  • Date of first publication
    2019-03-01
  • Abstract / Description
    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.
    en_US
  • Table of contents
    Master Thesis (PDF/A); Additional Files: Studies on Eligibility Level, R Analysis Script (R Script, Data Extraction File)
  • Citation
    Sahin, A.-M. (2019). Moderators of the Self-Congruity Effect on Consumer Decision-Making: Extension of a Meta-Analysis. PsychArchives. https://doi.org/10.23668/psycharchives.2371
    en
  • Persistent Identifier
    https://hdl.handle.net/20.500.12034/2003
  • Persistent Identifier
    https://doi.org/10.23668/psycharchives.2371
  • Language of content
    eng
    en_US
  • Publisher
    PsychArchives
    en_US
  • Dewey Decimal Classification number(s)
    150
  • Title
    Moderators of the Self-Congruity Effect on Consumer Decision-Making: Extension of a Meta-Analysis
    en_US
  • DRO type
    masterThesis
    en_US