Product Ownership as a Moderator of Self-Congruity Effects

Abstract

A number of studies have investigated the self-congruity hypothesis, which predicts that consumers prefer products and brands whose images closely correspond to their own self-concepts. Support for this hypothesis has been equivocal, and investigators have explored methodological factors and moderators that might account for the discrepant results. In this research we introduce a new variable, product ownership status, as a theoretically important moderator of self-congruity effects. Our study demonstrates that product ownership does indeed moderate these effects, as the self-congruity effect observed under conditions of ownership was eliminated in the absence of ownership.