Actual Self-image Research Articles

“If well framed”, non-Muslims will visit the mosque: does co-existence matter?

Purpose This two-part explanatory study aims to examine how the framing of messages influences non-Muslims who are unlikely to visit a mosque due to their self-conception, and how this might affect their behavioural change specifically, their intention to visit. This study also tested the impact of co-existence between framed actual image, ideal image and the intention to visit. Design/methodology/approach Using a snowball sampling approach, the study first sampled participants without message framing (358 respondents). Using the same respondents, the second phase of the study introduced message framing, resulting in 308 participants. Structural equation modelling was conducted using STATA Version 15. Findings The results indicate that a framed actual self-image is a stronger predictor of changes in consumer behaviour and thus leads to the intention to visit. The introduction of co-existence provided significant insights. Originality/value To the best of the author’s knowledge, this is the first study to objectively test the effectiveness of a framing technique in mosque tourism and to highlight message framing as a valid marketing strategy that can enhance consumer (tourist) switching behaviour towards the intention to visit. This study adds new insights into the psychological relationships between framed actual image, framed ideal image, co-existence and intention to visit, which has implications for self-congruity theory.

The Impact of Hair Salon Brand Image on Self-Image Congruence and Brand Loyalty

This study aimed to investigate the influence of the congruence between brand image and self-image on brand loyalty within the context of hair salons. A total of 620 online surveys were distributed to hair salon customers in Seoul, Gyeonggi, and Jeju regions using Naver Form, with all 620 surveys successfully collected. The research findings revealed the following key results. Firstly, among the sub-factors of self-image congruence, both ideal self-image and actual self-image were found to significantly impact the brand image, with symbolic image, experiential image, and functional image being the order of significance. Additionally, the sub-factor of social self-image was found to significantly influence the brand image, following the order of symbolic image and experiential image. Secondly, among the sub-factors of brand loyalty, attitudinal loyalty demonstrated a significant influence in the following order: functional image, experiential image, and symbolic image of the brand image. On the other hand, behavioral loyalty showed a significant impact in the order of functional image and symbolic image of the brand image. Thirdly, both attitudinal and behavioral loyalty, as sub-factors of brand loyalty, were found to be significantly influence the sub-factors of self-image congruence, with the order of importance being ideal self-image, social self-image, and actual self-image. This study emphasizes the importance for hair salon brands to focus on enhancing their brand image and strive to align consumer self-image with the brand image. By recognizing and adapting to this congruence, hair salons can effectively increase brand loyalty.

Brand personality of global chain hotels, self-congruity, and self-discrepancy on customer responses

The current study examined the brand personality of global chain hotels and how it is related to individuals’ image congruence. It also explored what impact self-congruity has on people’s responses, namely brand attachment, intention to revisit, and intention to recommend. In addition, this study considered self-discrepancy to be a potential moderator of the image congruence effect on brand attachment. Following quantitative procedures, we successfully assessed the brand personality of four representative global hotel companies. Among five facets of brand personality, competency was the strongest facet, followed by sophistication, sincerity, excitement, and ruggedness. Competency contributes the most to Marriott, Accor, Wyndham, whereas sophistication contributes greatly to Hyatt. The results showed that brand personality affected image congruence, which was classified as actual self-image congruence, ideal self-image congruence, social image congruence, and ideal social image congruence. Ideal self-congruity and ideal social self-congruity were determinants of brand attachment, which in turn increased behavioral intentions. Furthermore, the significant effects of ideal self-image congruence and ideal social self-image congruence on brand attachment were strengthened for the group that perceived a higher level of self-discrepancy.

The Role of Celebrity Endorsement Perception and Self-Image Congruity on Purchase Intention of Early adulthood

Early adulthood is a transitional period towards the next developmental phase. During this period, students are subjected a process of self-discovery, characterized by a desire to appear more attractive and gain recognition from social environment. In such circumstances, individuals demonstrate a significant inclination to prioritize the allocation of financial resources away from meals and towards the purchase of items to amplify their attractiveness, recognition, and acceptance. This behavior is driven by the aspiration to align their ideal and actual self-image with the acquired products. Therefore, this study aimed to examine the influence of celebrity endorsement perception and self-image congruity on purchase intention. A quantitative approach was adopted with a sample of 344 students. The results of multiple linear regression analysis showed that celebrity endorsement perception and self-image congruity significantly influenced purchase intention, accounting for 58% of the variance.

Sustainable Operation of Fine-Dining Restaurants: Antecedents and Consequences of Customers’ Self-Image Congruity at a Cantonese Michelin-Starred Restaurant Based on the Value-Attitude-Behavior Model

With the current rapid economic development, restaurant practitioners need to pay attention to the issue of how fine-dining restaurants can achieve sustainable operations in the presence of fierce competition. Fine-dining restaurants have gradually become a reflection of consumers’ self-image; therefore, this study combines the VAB framework, self-congruity theory, and generational theory to investigate the relationships among perceived quality, customers’ self-image congruity, and their willingness to pay a price premium (WTP-PP). Current research uses generation as a moderator to explore the intergenerational differences between Gen X and Gen Y. We adopted Smart-PLS to conduct SEM and MGA. The results of this study showed that the quality of the atmosphere and food induced actual, ideal, and ideal social self-image congruity, while the quality of the service could not only induce the above three aspects of self-consistency but also induce social self-image congruity and have a significant positive impact on WTP-PP. Meanwhile, WTP-PP was also significantly affected by actual self-image congruity and ideal self-image congruity. Furthermore, Gen Yers cared more about the atmosphere quality than Gen X. Contrarily, Gen Xers valued food quality more than Gen Y.

테니스라켓 브랜드이미지-자아이미지일치성과 기능적일치성, 브랜드신뢰, 브랜드태도 및 재구매의도의 구조적 관계

Purpose: The purpose of this study is to investigate the effect of tennis racket brand image and consumer self-image congruence on functional congruity, brand trust, attitude toward brand and repurchase intention.BR Method: In order to accomplish the purpose of the study, we selected a sample population of male and female subjects who were over 20 years old who were tennis club members living in C-city and A-city, South Chungcheong Province. Sampling was conducted from January 19th to February 24th, 2019 for a total of 300 people who had experienced purchasing tennis rackets. As a sampling method, convenience sampling method was used and a self-administration method was used, which is a method for respondents to read and answer questions themselves. A total of 280 copies of the collected data were used as final validity samples, except for 20 copies which were deemed inadequate to be appropriate for the purposes of the data. Data processing was done using SPSSWIN Ver. 23.0 and AMOS Ver. 18.0 and after verifying the fit of the model, individual hypotheses were verified. The results of the study are as follows.BR Results: First, actual self-image congruence, which is one of the subfactors of brand image and self-image congruence in tennis racket, had a positive effect on functional congruity. Second, actual self-image congruence, which is one of the subfactors of brand image and self-image congruence in tennis racket, had a positive effect on brand trust. Third, functional congruity had a positive effect on brand trust. Fourth, functional congruity had a positive effect on attitude toward brand. Fifth, functional congruity had a positive effect on repurchase intention. Sixth, brand trust had a positive effect on attitude toward brand. Seventh, brand trust had a positive effect on repurchase intention. Eighth, attitude toward brand had a positive effect on repurchase intention.BR Conclusion: The result shows that the brand image and consumer self-image congruence in the tennis racket affect the repurchase intention through the structural relationship with functional congruity, brand trust, and attitude toward brand.

Examining Image Congruence and Its Consequences in the Context of Robotic Coffee Shops

This study aimed to find the role of image congruence in the context of robotic coffee shops. More specifically, this study proposed that three types of image congruence including actual self-image congruence, ideal self-image congruence, and social self-image congruence aid to increase brand attitude. In addition, it was proposed that brand attitude positively affects brand attachment and brand loyalty. For this, this study collected data from 325 customers who used robotic coffee shops. The data analysis results indicated that the three types of image congruence have a positive influence on brand attitude. In addition, brand attitude was found to be an important factor affecting brand attachment and brand loyalty.

Actual Self-Image Versus Ideal Self-Image: An Exploratory Study of Self-Congruity Effects on Gambling Tourism.

This study aims to apply self-congruity theory to examine the relationship between self-congruity of tourists and their perceived image of a gambling destination. This study employs the Euclidean distance model and extends Malhotra's pars of adjectives with five new items about gambling motives. A face-to-face questionnaire survey was used, and a total of 152 samples were collected from tourists in Macau. The results show that the actual self-image of tourists is more related to their perception of Macau image. For actual congruence, tourists exhibit a greater tendency to match the informal, liberal, and emotional image of Macau. For ideal congruence, they have a tendency to match the contemporary, organized, and pleasant image of Macau. This study makes up for the deficiency of self-congruity theory in tourism research. This study helps tourism departments to develop appropriate strategies to promote gambling tourism and disseminate relevant information that can bring gambling destinations closer to tourists.

Integrating the Theory of Planned Behavior and SelfImage Congruence Theory to Explain Green Product Purchase Intention

In the context of an emerging country, sustainable consumption becomes increasingly important in the pursuit of sustainable development while empirical research on this topic is generally limited. This study aims to examine the influence of actual self-image congruence on intention to purchase green products by integrating self-image congruence theory with the theory of planned behavior (TPB). Data was collected via an online survey of 539 Vietnamese consumers. The results of data analysis using structural equation modeling (SEM) showed that actual self-image congruence had a direct positive effect on consumer intention to purchase green products. Additionally, the findings showed the indirect effect of actual self-image congruence on purchase intention via attitude, subjective norm and perceived behavioral control. This research is expected to make both theoretical and practical implications.

How does self-image congruity affect tourists’ environmentally responsible behavior?

Tourists’ environmentally responsible behavior (TERB) is crucial to the destination’s natural environment. Drawing on self-congruity theory, this study extends the existing literature on the underlying mechanism of TERB from the perspective of self-image congruity. Specifically, this study investigates the effects of actual and ideal self-image congruity on TERB by addressing the mediating role of destination psychological ownership (DPO) and the moderating role of endorsement of the New Ecological Paradigm (NEP). With 424 valid questionnaires collected from domestic tourists visiting Xiamen in China, this study finds that DPO fully mediates the positive effect of actual self-image congruity on TERB, whereas partially mediates the positive effect of ideal self-image congruity on TERB. Furthermore, the findings of this study suggest that endorsement of the NEP moderates the effects of actual and ideal self-image congruity and DPO on TERB, such that the relationships are stronger when endorsement of the NEP is high rather than low. Theoretically, this study makes a valuable addition to the TERB literature by empirically examining the roles of self-image congruity, DPO, and endorsement of the NEP. Practically, some helpful implications are proposed to stimulate TERB.

Agreement between nutritional status and perception of body image in indigenous Khisêdjê of the Xingu Indigenous Park.

To determine the agreement between body self-image (based on the Stunkard figure rating scale) and nutritional status and to evaluate body satisfaction among the Khisêdjê indigenous people of Parque Indígena do Xingu (Xingu Indigenous Park). A cross-sectional study involving 131 natives aged 20 and older. Data on body image, body mass index and waist circumference were collected. Kappa statistics, χ2 (p < 0.05), crude and adjusted prevalence ratios and Student's t-test were used for data analysis. The prevalence of overweight and obesity was respectively 42 and 5.3%. The percentage of satisfaction with body profile was 61.8% with no difference between the sexes. There was good agreement between actual and ideal self-image (p < 0.001), but poor agreement between actual and ideal self-image with nutritional status for both sexes. A higher prevalence of body dissatisfaction due to overweight was detected in individuals with central obesity and overweight. The results suggest that body self-image evaluated by the Stunkard silhouette scale has little applicability as an indicator of nutritional status among the indigenous Khisêdjê of Xingu Indigenous Park.

Actual Self-Incongruity and Ideal Self-Congruity Effects of Luxury Fashion Brands

The self-congruity effect refers to the match between consumers’ self-concept and the image of objects compared, such as brand image, product image, store image, and advertising materials (i.e., Choi and Rifon, 2012; Sirgy et al., 2000). Past research has shown that the self-congruity effect (Sirgy, 1982) is an important key predictor for consumers’ responses (i.e., attitude, purchase intention, choice, satisfaction, and loyalty) toward various marketing stimuli such as brand, store, and product (Krishen and Sirgy, 2016; Liu, Li, Mizerski, and Soh, 2012; Sirgy et al., 2000; Sirgy, Lee, Johar, and Tidwell, 2008). The more similar the brand image is to the consumer’s own concept or self-image, the better the consumer evaluates the brand, and the better the purchase intention and the satisfaction with the purchase. The purpose of this study is to address this knowledge gap by investigating the relevancy of self-congruity theory to the purchase of luxury brands. Furthermore, the impact of income is studied in terms of to what extent income affects consumers’ brand attitudes regarding luxury brands. In contrast to the long-standing self-congruity effect, we propose that actual self-incongruity and ideal self-congruity effects will work when consumers evaluate luxury fashion brands. Therefore, this study would contribute not only to the body of self-congruity theory related literature, but also to the knowledge related to luxury brand management. A stratified sampling method was employed to obtain an evenly distributed number of participants from different income classes. The strata were identified by income. Three strata were developed: (1) more than $100,000; (2) $55,000 to less than $100,000; and (3) less than $55,000. The average age was 41 and most of them were Euro American (76.3%). Participants (n=502) were of various backgrounds and ages (women between 18 and 74 years old) (m=43). The results show the positive influence of ideal self-congruity and actual self-incongruity on the evaluation of luxury brand products. Specifically, research findings show that actual self-incongruity positively affects brand attitude, and perceived quality. That means that the more different the image of a luxury brand differs from the actual self-image, the better attitude toward the brand, and the better the quality the brand. However, it has not been confirmed that the greater the difference between my actual self-image and brand image, the greater the purchase intention. Perhaps this seems to be due to the possibility of purchasing. To reiterate, this result showed that actual self-congruity negatively influences consumers’ perception toward a luxury brand. This is the first study identifying that actual self-congruity has a negative influence on the evaluation of brands, as opposed to previous findings. It is a very important finding showing that this phenomenon appears in the luxury brand context. On the other hand, the ideal self-incongruity negatively affects all dependent variables including brand attitude, purchase intention, and perceived quality. In summary, consumers have a favorable attitude toward luxury brands with images that are similar to what they would like to have, they are willing to purchase the brand, and they tend to be well aware of quality. In addition, by examining the effect of self-incongruity depending on the level of income, the effect of self-incongruity can be seen more deeply. As a result, it was found that the effect of actual self-incongruity is stronger as the income level is lower. If the income is high, the result of the brand evaluation by the degree of self-incongruity is unlikely to be greatly affected. This is because a high level of income does not prohibit them from purchasing their luxury brands. Also their incongruity between their actual self and ideal self is relatively small due to the consumption of luxury brands.

Neural Correlates of Distorted Self-concept in Individuals With Internet Gaming Disorder: A Functional MRI Study.

Background and aims: Discrepancy between ideal self-guide and actual self-concept evoke dejection-related feeling, and often individuals with internet gaming disorder (IGD) use games as the tool to escape those negative emotions. The aim of this study was to evaluate the pattern of self-discrepancy based on actual and ideal self-images and elucidate the neural correlates underlying the distorted self in individuals with IGD.Methods: Nineteen male individuals with IGD and 20 healthy controls (HCs) underwent functional magnetic resonance imaging where they decided on whether they agreed with the adjectives describing their actual or ideal self on a four-point Likert Scale. Two-sample t-test on the self-discrepancy contrast was conducted for neuroimaging analysis and correlation analysis was performed between the behavioral data and regional activities.Results: The IGD group evaluated both their ideal self and actual self more negatively than the HC group. Actual self-concept was associated with satisfaction with psychological needs as opposed to ideal self-guide. Brain activity in the inferior parietal lobule was significantly decreased in individuals with IGD relative to HCs in the self-discrepancy contrast. In addition, neural activity during evaluating actual self-concept showed a significant group difference.Conclusion: These results provide novel evidence for distorted self-concept of people with IGD. Individuals with IGD had a negative ideal and actual self-image. Neurobiologically, dysfunction in the inferior parietal lobule associated with emotional regulation and negative self-evaluation was found in IGD. Considering the characteristics of IGD that often develop in adolescence, this self-concept problem should be noted and applied with appropriate therapy.

Characteristics of Ambivalence of Self-image in Patients with Internet Gaming Disorder

Objective ： This study aimed to evaluate the characteristics of ambivalence of self-image and its relationship with other characteristics in patients with an internet gaming disorder (IGD). Methods ： The level of ambivalence of actual and ideal self-image was evaluated numerically in 20 patients diagnosed with IGD as well as 22 normal controls. The ambivalence scores of the two groups were compared, and their correlations with psychometric scales were counted in each group. Results ： Patients with IGD showed a significantly higher level in ambivalence of ideal self-image than did the controls, but not in their ambivalence of actual self-image. Both the actual and ideal ambivalence scores in the IGD group did not have a significant correlation with each other or other scales. In the control group, however, there were significant correlations of the actual ambivalence score and the ideal ambivalence score with the scales representing the level of self-esteem, self-concept clarity, impulsivity, basic psychological needs (autonomy, competence, relatedness), and of the ideal ambivalence score with the scales representing the level of impulsivity, situational motivation (amotivation, external regulation) and basic psychological needs (competence). Conclusion : This study suggested that patients with IGD might feel more intense ambivalence of ideal self-image and patients with IGD independently possess ambivalence of self-image.

The affective psychological process of self-image congruity and its influences on dining experience

PurposeThis study aims to examine the effects of self-image congruities (i.e. the match between the image of a product or brand and a customer’s image of themselves) as an affective psychological process in the context of a restaurant setting. The study proposed that a customer’s perception of congruity between his or her self-image and a restaurant could be a salient antecedent for eliciting positive affects toward restaurants, which may influences customers’ evaluations of the functional attributes of a restaurant. The relative effects of actual versus ideal self-image congruity on positive affects, along with the moderating effect of the type of restaurant, were also investigated.Design/methodology/approachAn online survey was developed and distributed to randomly selected respondents in the USA and a total of 376 responses were used for the data analyses. Structural equation modeling (SEM) was used to examine the relationships among five constructs: actual self-image congruity, ideal self-image congruity, positive affect, evaluation of the restaurant experience and revisiting intentions. To investigate the moderating effect of the restaurant type – more specifically, to examine differences in relative importance of actual versus ideal self-image congruity based on the type of restaurant (casual dining versus fine dining) – multiple group analyses were executed.FindingsThe results showed that both actual and ideal self-image congruity significantly influence positive affect, which has a significant influence on customers’ evaluations of the functional attributes of a restaurant. Actual self-image congruity effect on positive affect was significant in casual dining restaurants, but it was not significant in fine-dining restaurants. Ideal self-image congruity effect on positive affect was significant in both casual and fine-dining restaurant.Practical implicationsThis study provides practical implications for developing an effective marketing communication in terms of promoting different segments of restaurant (casual dining vs fine-dining) based upon the customers’ perception of self-image congruity.Originality/valueThis paper includes a theoretical model that explains whether self-image congruity is a salient antecedent influencing restaurant customers’ positive feelings toward a restaurant brand. It also examined the relative effects of actual versus ideal self-image congruities in different restaurant settings.

The effects of collaborated character’s image congruence on cosmetic products evaluation: The relative importance of ideal and actual self-image congruence

Brand collaborations, particularly between characters and cosmetics brands, have become popular, adding more esthetic value and story to products. This paper explores the effects of character collaborations on cosmetic products evaluation, focusing on the collaborated character’s image congruence. The current research reveals that consumers who perceive a collaborated character’s image as congruent with their ideal self-image have more positive product evaluation, and further unveils the mediating effect of the self-improvement motive and the moderating effect of the perception of product usage situation. The findings of this research suggest that brand collaboration with character brands would be beneficial as a long-term strategy.

Recovery Agency and Informal Recovery Pathways from Gambling Problems

This study applied a holistic, strength-based lens to better articulate the impetus for, and processes of, informal recovery from gambling problems. Two research objectives framed the parameters of the study: to explore (a) the process by which gamblers move from recognition of a gambling problem to action for recovery and (b) the experiences, perceptions and contextual factors that shape the features of this process. Narrative telephone interviews were conducted with adult residents of Victoria, Australia. Thirty-two adult participants (22 males and 10 females) were recruited from the general community. All participants were self-identified as recovering or recovered from gambling problems. Participants primarily used informal recovery strategies, rather than professional services or support groups. The impetus for informal recovery was identified broadly as either (a) dissonance between desired and actual self-image and goals, (b) an uncontrollable adverse event, or (c) confrontation and decisive action by others affected by the individual’s gambling involvement. The impetus, process and goals of recovery were best described by pathways that were distinguished by agency in recovery: externally directed and self-directed. The application of a strength-based lens helped to illuminate the role of agency in informal recovery. A proposed pathways framework may inform strength-based informal recovery strategies for gamblers and affected others, and therapeutic approaches. The pathways, which have not been articulated in previous gambling recovery literature, generally cohere with pathways articulated in the alcohol and substance recovery literature.

Accommodation preferences of the girlfriend getaway market in Malaysia

Purpose This paper aims to examine the relationship between self-image of women travelers, accommodation preferences and the post-consumption behaviors of satisfaction and loyalty. Design/methodology/approach Accommodation preferences were measured using multi-items adapted from the literature and multi-phases of qualitative research. Female guests recruited from a resort’s membership database in Malaysia resulted in 540 useable surveys. Data were analyzed using both exploratory factor analysis and confirmatory factor analysis. Structural equation modeling was used to identify relationships between the various dimensions of accommodation preferences, self-image, satisfaction and loyalty. Findings A significant negative relationship was found between women actual self-image and the dimension of hotel activities. Several significant positive relationships were found between women ideal self-image and various room amenities factors. A significant relationship was also found between overall satisfaction and loyalty of guests. Practical implications The results provide hoteliers with significant insights into women’s accommodation preferences and identify opportunities for the packaging of accommodation attributes as well as promotion of hotel amenities that would appeal to the girlfriend getaway market. Originality/value This study is the first to evaluate significant relationships between self-image and accommodation preferences of women travelers from the girlfriend getaway market in Malaysia.

The other customer: The impact of self-image in restaurant patronage

ABSTRACTThe purpose of this research is to extend the understanding of self-congruity theory to the domain of restaurant patronage. In combination with sociometer theory, we propose a set of relationships among self-image, place commitment, and post-consumption behavior including loyalty and word-of-mouth. The hypotheses are tested on a sample of restaurant consumers in the United States. Analysis of the data demonstrates that while the consumer’s ideal self-image is a significant driver of place commitment and post-consumption behavior, his/her actual self-image is not a significant predictor of these constructs. These findings are considered, and implications for theory and practice are discussed.

Patterns of Family Identifications in Adolescents from Different Backgrounds

This exploratory study aims to examine the family identification patterns obtained with the Family Identification Test (FIT) in 1082 adolescents, by subgroups from different backgrounds including subgroup of outpatient treatment for mental disorders (clinical group, CG), and subgroups of students from regions with low and high human development index: public school group (PG), and private school group (PrG), in order to explore discriminant properties of the instrument and its utility to monitor mental health outcomes in adolescents. The FIT allows one to describe different self-concepts (self-congruence, actual and ideal self-image), and the perception of others (father’s image, mother’s image, etc.) by using twelve attributes related to three common personality dimensions (extraversion, neuroticism and agreeableness). The correlation between those concepts indicates the patterns of identification. Statistical analyzes were performed to test the hypothesis that there would be one or more differences of means between the groups and the results of the FIT. A statistically significant effect was obtained with MANOVA followed by a series of ANOVAs that indicated differences in family identification patterns. The adolescents from PrG showed higher means than adolescents from PG in auto-congruence, actual and ideal identification with the father and ideal identification with grandparent variables; and also showed differences with the CG in actual and ideal identification with the father. The results differentiated adolescents from different backgrounds. Adolescents from clinical and public schools groups reported a smaller desire to look like their fathers, which might have some clinical significance like lower cohesion or family attachment or more pronounced feelings of rejection with father figure. Future studies are needed to analyze these findings over time and in representative population samples.