Preregistration

Moderators of the self-congruity effect on consumer decision-making: A pre-registered study protocol for an updated meta-analysis

Author(s) / Creator(s)

Ulmerich, Luc

Abstract / Description

The self-congruity effect is of important managerial importance influencing brand attitudes and purchase behavior, thus generating a sustainable competitive advantage for brands and their products (Aguirre-Rodriguez, Bosnjak, & Sirgy, 2012; Beerli, Meneses, & Gil, 2007; Branaghan & Hildebrand, 2011; Sirgy, 1982; Sirgy et al., 1997). In a previous meta-analysis, Aguirre-Rodriguez et al. (2012) have confirmed the self-congruity effect and several moderators influencing the strength of the relation between self-congruity and consumer decision-making. The underlying meta-analysis extends the previous meta-analysis by including recent data (i.e., those published between 2011 and 2019) and using selected moderators based on the current state of research (Sirgy, Lee, & Yu, 2016). From the previous study, the meta-analysis considers the product stimulus abstraction, the involvement with decision making and the impression formation process, and the interactions impression formation process x involvement with decision making, product stimulus abstraction x impression formation process and product stimulus abstraction x involvement with decision making from the previous study. Additional moderators are involvement with product class, product knowledge, direct vs indirect measure, and the interactions among the moderator pairs cultural setting x self-motive socialness, product conspicuousness x self-motive socialness and response mode x enhancement motive.

Persistent Identifier

PsychArchives acquisition timestamp

2020-08-26 14:25:02 UTC

Publisher

PsychArchives

Citation

Ulmerich, L. (2020). Moderators of the self-congruity effect on consumer decision-making: A pre-registered study protocol for an updated meta-analysis. PsychArchives. https://doi.org/10.23668/PSYCHARCHIVES.3363
  • Author(s) / Creator(s)
    Ulmerich, Luc
  • PsychArchives acquisition timestamp
    2020-08-26T14:25:02Z
  • Made available on
    2020-08-26T14:25:02Z
  • Date of first publication
    2020-08-26
  • Abstract / Description
    The self-congruity effect is of important managerial importance influencing brand attitudes and purchase behavior, thus generating a sustainable competitive advantage for brands and their products (Aguirre-Rodriguez, Bosnjak, & Sirgy, 2012; Beerli, Meneses, & Gil, 2007; Branaghan & Hildebrand, 2011; Sirgy, 1982; Sirgy et al., 1997). In a previous meta-analysis, Aguirre-Rodriguez et al. (2012) have confirmed the self-congruity effect and several moderators influencing the strength of the relation between self-congruity and consumer decision-making. The underlying meta-analysis extends the previous meta-analysis by including recent data (i.e., those published between 2011 and 2019) and using selected moderators based on the current state of research (Sirgy, Lee, & Yu, 2016). From the previous study, the meta-analysis considers the product stimulus abstraction, the involvement with decision making and the impression formation process, and the interactions impression formation process x involvement with decision making, product stimulus abstraction x impression formation process and product stimulus abstraction x involvement with decision making from the previous study. Additional moderators are involvement with product class, product knowledge, direct vs indirect measure, and the interactions among the moderator pairs cultural setting x self-motive socialness, product conspicuousness x self-motive socialness and response mode x enhancement motive.
    en
  • Publication status
    other
    en
  • Citation
    Ulmerich, L. (2020). Moderators of the self-congruity effect on consumer decision-making: A pre-registered study protocol for an updated meta-analysis. PsychArchives. https://doi.org/10.23668/PSYCHARCHIVES.3363
    en
  • Persistent Identifier
    https://hdl.handle.net/20.500.12034/2978
  • Persistent Identifier
    https://doi.org/10.23668/psycharchives.3363
  • Language of content
    eng
  • Publisher
    PsychArchives
    en
  • Is related to
    https://doi.org/10.23668/psycharchives.4641
  • Is related to
    https://doi.org/10.23668/psycharchives.4681
  • Is related to
    https://doi.org/10.23668/psycharchives.4682
  • Dewey Decimal Classification number(s)
    150
  • Title
    Moderators of the self-congruity effect on consumer decision-making: A pre-registered study protocol for an updated meta-analysis
    en
  • DRO type
    preregistration
    en