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Moderators of the self-congruity effect on consumer decision-making: A meta-analysis

机译：自我一致性影响消费者决策的主持人：一项荟萃分析

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摘要

Value-expressive brands' success stem largely from self-congruity between their brand personalities and targeted consumers' self-concepts (Aaker, 1997). Over 100 conceptual and empirical articles highlight self-congruity's effect on consumer decision-making. The following meta-analysis identifies key theoretical and managerial issues of the self-congruity effect. Study results reinforce the self-congruity effect's robustness (r = .31). Moderation analysis sheds theoretical insights about self-congruity's motivational and cognitive underpinnings. The findings suggest self-congruity effects are a function of underlying self-motive "socialness," degree of self-enhancement sought, the brand personality facet, the judgment object's abstraction level, cognitive elaboration, and the underlying impression formation process. These findings generate methodological and theoretical recommendations for future self-congruity research, as well as recommendations for marketing practitioners.
机译：价值表达品牌的成功很大程度上源于其品牌个性与目标消费者的自我概念之间的自我一致性（Aaker，1997）。超过100篇有关概念和经验的文章强调了自我一致性对消费者决策的影响。以下荟萃分析确定了自我一致性效应的关键理论和管理问题。研究结果增强了自一致性效应的鲁棒性（r = .31）。适度分析提供了有关自我一致性的动机和认知基础的理论见解。研究结果表明，自我一致性效应是潜在的自我动机“社会性”，所寻求的自我增强程度，品牌个性方面，判断对象的抽象水平，认知能力和潜在印象形成过程的函数。这些发现为未来的自我一致性研究提供了方法和理论上的建议，也为市场营销从业人员提供了建议。

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