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

André Carlos Martins Menck, João Bento Oliveira


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.


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

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DOI: http://dx.doi.org/10.18533/ijbsr.v4i4.440


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