Brief research note: Self congruity, reference groups, and consumer behavior
The decision to buy certain products and brands depends on a number of factors; some social, and some personal. In this report, we explore the potential relationship between self-image, reference group influence, and consumer behaviour.
Main Authors: | , , |
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Format: | Article |
Language: | English |
Published: |
AOSIS
2004-10-01
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Series: | SA Journal of Industrial Psychology |
Subjects: | |
Online Access: | https://sajip.co.za/index.php/sajip/article/view/133 |