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Více informací o knize Self-Concept and Consumer Behaviour - A Meta-Analysis

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• Anotace
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Anotace knihy

Lots of studies have examined the relationship between consumer purchase decisions as a function of the match between the consumer?s self-image and perceived product image. This phenomenon has been termed ''image congruence''. Based on the self-consistency motivation theory, consumers prefer products that are similar to themselves. Under conditions of low discrepancy between product image and self-image, positive self- congruity results in an approach motivation which should lead to a positive consumer decision in relation to that product. Alternatively, when high discrepancy between product image and self-image exists, it results in low-self-congruity which should lead to an avoidance motivation. This book provides a meta-analysis of the empirical findings in the image congruence literature to explore the generalizability of the image congruence effect and the influence of theoretical moderators. Combined effects across empirical studies show that the effect of image congruence across consumer outcomes is robust.

Parametry knihy

• Plný název: Self-Concept and Consumer Behaviour - A Meta-Analysis
• Autor: Sabrina Hegner
• Jazyk: Angličtina
• Vazba: Brožovaná
• Počet stran: 208
• EAN: 9783639003154
• ID: 06810478
• Nakladatelství: VDM Verlag Dr. Müller
• Hmotnost: 326 g
• Rozměry: 12 × 150 × 13 mm
• Rok vydání: 2008

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