Self and consumption

What is it about?

Consumers are inclined to be more attached to products, services and brands that express important aspects of themselves, such as self-identity, value and goals. This paper examines what forms the congruence between consumers' self and image of trendy coffee cafe, and how it impacts consumers' intention to revisit trendy coffee cafe.

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Why is it important?

Our findings show that avoidance of similarity and status consumption positively influence self-congruity. Self-congruity in turns forms positive value perception and intention to revisit. Thus, it is important for managers to understand the role of market communications as a tool to convey self-congruency and how that translates into the perception of value.

Perspectives