Brief research note: Self congruity, reference groups, and consumer behavior

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.

Bibliographic Details
Main Authors: Barbara Van Der Giessen, Nicole Rijken, Johann Louw
Format: Article
Language:English
Published: AOSIS 2004-10-01
Series:SA Journal of Industrial Psychology
Subjects:
Self congruity
Reference groups
Consumer behavior
Online Access:https://sajip.co.za/index.php/sajip/article/view/133
Description
Summary: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.
ISSN:0258-5200
2071-0763

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