Differential Role of Self-Congruity in the Consideration and Choice of a Store


  • André Carlos Martins Menck Universidade Federal de Uberlândia
  • João Bento Oliveira Universidade Federal de Uberlândia




self-congruity, store choice, store personality, two-phased choice tasks, consideration set, gift giving


The variable measuring the matching/mismatching between a shopper's self-image and the image he/she has of the personality of a store—self-congruity—has deserved attention in the literature, but limited to single-phased decision models. This research extends the investigation to a two-phased decision model, and finds support for the idea that self-congruity has an explanatory role on store consideration probability. Also, no statistical evidence was found that it helps explaining choice probability among stores in the consideration set. The results were obtained by binary and multinomial logit models, permitting the assessment of the relative explanatory importance of the variable, in relation to other variables whose importance in explaining behavior have long been established. A discussion on the differential effects of the shopping situation on the role played by the explanatory variables on considering and choice probabilities was also done and empirical support was found for shopping situation-dependency.

Author Biographies

  • André Carlos Martins Menck, Universidade Federal de Uberlândia

    Faculdade de Gestão e Negócios

    Associate Professor of Marketing

  • João Bento Oliveira, Universidade Federal de Uberlândia

    Faculdade de Gestão e Negócios

    Associate Professor of Finance and Entrepreneurship


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