Ideal Self-image Research Articles

The Practical Forms and Cultural Implications of "City (or not) City": A Study on Linguistic Hybridization in Chinese Social Media

In the third quarter of 2024, "city (or not) city", the internet buzzword with linguistic hybridization between Chinese and English, became popular on Chinese social media in a short period, which sparked widespread discussion. According to the research findings of this article, "city city" is often used for the context containing 3 themes, including travel and recording experiences in relation to cities, local food culture as well as leisure time, and local culture about cities. In addition, "city city" is often used by users to present positive emotions in the related context and content. This could be driven by the individual's demand for genuine emotional expression or the desire to shape an ideal self-image. In terms of the cultural implications of "city city", on the one hand, "city city" can participate in the construction of the cultural identity of local cities. On the other hand, the advantages of "city city" in shaping shared meanings can help information receivers reduce the possibility of misunderstanding information. This can provide support and a positive impact on intercultural communication of the cultural identity of a country through the use of internet buzzwords with linguistic hybridization.

Decoding ethnic food selection at religious tourism sites: exploring self­congruity and the influence of social media celebrities’ intimate selfdisclosure

Purpose This study aims to examine the effect of symbolic and functional congruity on pilgrims’ intention to buy ethnic food which leads toward behavior in the religious tourism context. Moreover, the moderating effect of social media celebrities’ intimate disclosures (SMCs-ISD) on the association between intention and behavior is also tested. Design/methodology/approach A survey was conducted to collect data, and 443 participants provided valid responses. Partial least squares-structural equation modeling was used to test the proposed hypotheses. Findings The findings demonstrate that actual and ideal self-image significantly influence the symbolic congruence whereas quality, health and price are significantly associated with functional congruence. In addition, symbolic and functional congruence is significantly related to pilgrims’ intention to use ethnic food which in turn influences their behavior. Moreover, the moderating effect of SMCs-ISD is also found significant. Originality/value Grounded in self-congruity theory, this study explores the impact of functional and symbolic congruity on pilgrims’ intentions to buy ethnic food in religious tourism. It addresses the intention-behavior gap by examining the moderating effect of SMCs-ISD through the lens of parasocial relationship theory. This dual theoretical approach offers new insights into how self-congruity and social media influence shape consumer behavior in this unique context.

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.

Minor flaws are better: The positive effect of aesthetic imperfection about avatar endorsers on brand authenticity

Empowered by digital technologies, avatar endorsers are prevalent in advertising for their unique benefit. However, consumers tend to perceive a lower authenticity about avatars and brands they endorse, which triggers potential negative consequences. Therefore, how to enhance consumers’ perceived authenticity has become an important issue for marketers. Psychological closeness is an important source of consumers’ perceived authenticity. Consequently, based on social identity theory and several experiments, we find for an avatar endorser with aesthetic imperfection, small flaws inconsistent with aesthetic standards such as small facial blemishes, (vs. aesthetic perfection), consumers’ perceived brand authenticity will be enhanced due to increasing their psychological closeness to this avatar endorser. In addition, in self-improvement product consumption, consumers are more likely to pursue their ideal self-image and move close to a perfect endorser; in this context, the main effect is reversed.

Analysis of consumers’ self-congruity through halal fashion brand personality

The halal industry in Indonesia is developing brilliantly, including in halal fashion. Behind the great potential and desire to become the mecca of world Muslim fashion, there is intense competition between fashion brands and consumers who tend to be critical in making their choices. Facing this new reality, a company in this industry must ensure that it can maintain its existence in the long term by creating its product identity (brand personality) and understanding consumer behavior that tends to direct choices to brands they feel are close or suitable to itself, including PT Soka Cipta Niaga (SOKA) as a company that produced the first halal socks. The purpose of this study is to examine how the suitability of consumers' self-image through the personality of a halal fashion brand. This study uses a qualitative approach with descriptive research and data collection techniques conducted through in-depth interviews with Focus Group Discussions (FGD), observation, and documentation of SOKA consumers. The results of the study show that there are only three dimensions of the personality of the halal brand that is most prominent from the SOKA brand, namely excitement, purity, and righteousness personality. Among these three personalities, righteousness then becomes the only halal brand personality that is most congruence with the actual and ideal self-image of its consumers, which can help to show and satisfy their self-concept needs for religious obedience and adherence in using products that are considered relevant to sharia principles.

Social Roles Dilemmas among Men with Chronic Disease: A Qualitative Meta-Synthesis

Chronic disease conditions can degrade men physically and psychologically which has the effect of making men is not being able to meet social demands about masculinity (ideal self-image for men). This study aimed to develop a conceptual understanding of the dilemmas that occur in men with chronic diseases in carrying out social roles. This was a qualitative meta-synthesis to examine critically all relevant previous qualitative studies. A systematic search strategy was carried out by involving four academic databases: CINAHL, Scopus, ProQuest and Wiley Online Library. Searches were conducted for studies published between 2015 to 2020. Sixteen articles that met the criteria were used in the study. Four themes of the social role dilemmas among men with chronic diseases were constructed: (1) Dilemma of the role of men as father; (2) Dilemma of the role of men as husband; (3) Dilemma of the role of men as the breadwinner; (4) Dilemma of public perceptions: men are physically stronger. Health workers, in particular family health nurses, need to provide an intervention with a psychosocial and gender approach in order to be able to improve men's quality of life.

A Study on the Characteristics of Makeup Behavior in the New Silver Generation

The objectives of the current study are to examine the makeup behavior of the New Silver Generation. A survey of 188 the age of 5060 was conducted. Analysis of the data collected from the survey was performed using SPSS 21.0. The frequency analysis, calculation of Cronbach's coefficient α, exploratory factor analysis were performed for statistical processing of the collected data. The results are summarized as follows. Makeup behavior Factors were Makeup Ideal Self-image, Makeup Trend Leadership, Makeup Interesting, Makeup Etiquette, Makeup Conformity, Makeup Esthetics. Makeup Ideal Self-image: Expresses a bright and individual image similar to a celebrity's appearance. Express the image of a successful entrepreneur or a skilled professional. Makeup expressions that look younger than your actual age. Expressing an image of opulence and elegance like the upper class. Makeup Trend Leadership: When buying makeup products, always pay attention to the latest trends. Watch TV, online, and mobile ads related to the latest makeup products. Want to know what kind of makeup products are trending. Buying new trendy makeup products before people around you. Makeup Interesting: Always be interested in what others do with makeup. Interesting to change makeup or hairstyle. Interested in the makeup of singers and actors when watching TV or movies. Try it yourself to see if the makeup product looks good on you. Makeup Etiquette: Wonder what kind of makeup suits my face shape and skin tone. Always try to keep your makeup calm and calm. When you go out to meet acquaintances, be sure to wear makeup. Choose natural and calm colors and images for makeup products Makeup Conformity: More comfortable when I wear makeup similar to the people around me. Choose makeup products that people around you usually use a lot. Make up similar to the people around you. When applying makeup, pay special attention to color harmony. Makeup Esthetics: Trying to get reviews that your face with makeup looks great. Applying makeup according to a new style is very important to me. Choose makeup products that highlight your strengths. As long as it suits you, it's okay to wear a little flashy makeup.

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.

자아이미지 일치성, 집단응집력, 정서적 연대가 기억에 남는 관광경험(MTE)에 미치는 영향: 여행관여도의 조절효과

The purpose of this study is to investigate the influence of self-image congruity with destination, group cohesiveness of travel members, and emotional solidarity with local residents on memorable tourism experiences (MTE). It also examines the moderating effects of travel involvement on the relationships suggested. An on-site survey was conducted to tourists who were visiting Jeju, and a total 233 of questionnaires were used for the final analysis. The results are as follows. First, self-image congruity positively affects MTE. Second, group cohesiveness and emotional solidarity also positively affect MTE. Third, the travel involvement moderates the relationship only between ideal self-image congruence and MTE. The results suggest that the more the ideal self-image shows congruence with the destination, the more it gives a greater impact in the MTE for those with high travel involvement. Several practical implications are also suggested.

“The SALC is mine!”: Supporting the Development of Learner Agency and Reconfiguration of Language Learning Environments Beyond the Classroom

This study explores the process of how a learner recognises the value of a Self-Access Learning Center (SALC) and takes charge of her own learning through self-reflection of her language learning environments beyond the classroom as well as her ideal future self-image as a motivational factor. A university student who majors in English drew a mind map as a tool to reflect on her learning activities beyond the classroom before and after engaging in various reflective activities. Employing a qualitative narrative case study approach, multiple data sources, which included two mind maps, written descriptions of them, and a follow-up semi-structured interview, were analysed from an ecological perspective. The findings show that the learner’s self-reflection on her learning environments beyond the classroom, as well as her stronger image of ideal future-self, guided her to step forward to take action to engage with the SALC to create a meaningful space to achieve her goals. The learner’s self-reflection on her engagement with the environments, strategic advice from her friends, and a clearer image of her ideal future self are seen as key factors for the development of her learner agency. The benefits of teachers including self-reflection during class time on learning beyond the classroom as an aid to develop learner agency are also outlined.

Psychological Peculiarities of Personal Dissonance of Adolescents in the Sphere of Real and Ideal Self-Image

Adolescence is characterized by contradictions of role behaviours and perceptions caused by age adjustment of adolescents. This is reflected in the system of self-attitudes of adolescents, which can lead to intrapersonal conflicts due to the dissonance of conceptions about their own real and ideal self-image. Such dissonances can hinder the construction of one’s own social roles. Therefore, timely detection of risks of personal dissonance emergence in the sphere of subjective perceptions of one’s own real and ideal self-images becomes one of the leading tasks of providing psychological and psychotherapeutic aid to adolescents, aimed at harmonizing their formation in the process of socialization. The aim of the research is to study the factors that determine the psychological peculiarities of personal dissonance of adolescents in the sphere of real and ideal self-image. The research is based on the use of psychodiagnostic methods of Leary (2004) and Pantileev (1993) for the survey of 303 adolescents of both sexes at the age of 14-17, who recognize the presence of discrepancies between real and ideal self-images. Empirical data has shown a relationship between a constellation of psychological factors that determine the emergence of personal dissonances in the sphere of authoritarianism, dominance, suspicion, aggression, subordination, dependency, friendship and altruism. The research will help to understand the psychological factors of the emergence and functioning of personal dissonances of adolescents, which affect both the system of their self-attitude and the building of their social ties. This opens up prospects for improving psychoprophylactic measures aimed at preventing personal dissonances in adolescents.

Customers’ self-image congruity and brand preference: a moderated mediation model of self-brand connection and self-motivation

PurposeThis study aims to examine the moderated mediation model among self-image congruity, self-brand connection, self-motivation and brand preference and validate that actual and ideal self-image congruity are two distinct constructs. As shown in the conceptual model, actual and ideal self-image congruity toward a brand have direct and indirect positive effects on brand preference through self-brand connection, whereas self-motivation moderates the effect of self-image congruity on self-brand connection.Design/methodology/approachData collection was done through mall intercepts in six shopping malls in Guangzhou, Zhuhai and Huizhou in southern China. In total, 461 usable questionnaires were collected with 500 distributed copies. Confirmatory factor analysis using Mplus (v.7) was done to assess the measurement validity for each construct. PROCESS analysis for SPSS (v.19.0.0) was used for hypothesis testing.FindingsBoth actual and ideal self-image congruities present significant positive effects on brand preference through self-brand connection. The relationship between self-image congruity and the self-brand connection is also moderated by self-motivation.Originality/valueThis study fills an existing literature gap by distinguishing self-image and ideal self-image congruity as distinct constructs. Self-brand connection is posited as a new way to understand the mechanism of the self-image congruity effect on brand preference. Samples from several shopping malls in southern China are used to justify the important moderating role of self-motivation in consumers’ brand preferences.

The Effectiveness of Fashion Influencers in Influencing the Purchase Interest of Millennial Generation Consumers in Indonesia

The widespread acceptance of social media encourages marketers to use social media for brand promotion. Promotions through social media generally target millennials and Z generations who are more technology literate than their predecessors are. One of the social media promotion techniques is influencer marketing. Most research on the effectiveness of social media influencers only emphasizes the characteristics of influencers, while the match between the influencer's image and the brand being promoted and the ideal self-image of followers also shape consumer attitudes and purchase intentions. However, there are not many studies that integrate these characteristics to explain their influence on brand attitudes and purchase intentions. This study aims to analyze the effect of social media influencer characteristics, influencer-brand congruence, and self-influencer congruence on purchase intention through attitudes towards brands in the millennial generation. Data were collected from 250 respondents selected by purposive sampling technique. Data were analyzed using PLS-SEM. Of the three characteristics of personal influencers, only expertise and attractiveness are proven to influence consumer attitudes towards brands. Self-influencer congruence has a positive influence on brand attitudes. Meanwhile, the influence of influencer-brand congruence on consumer attitudes towards the advertised brand is not significant. This study also found that attitude toward a brand has a positive effect on consumer purchase intention.

현대사회에서 나타난 타투 행위에 대한 질적 연구 : 국내 MZ세대를 중심으로

In contemporary society, tattooing is used as a means of expressing one’s identity and beliefs. Recently, the image of tattoos has become positive, as tattoos are now actively consumed by the MZ generation. This study conducted in-depth interviews with 12 adults with tattoos. The purpose of this research was to examine the motivation for getting tattoos (RQ1), the symbolic meaning in tattoo design (RQ2), and the psychological experience after getting tattoos (RQ3). The result of RQ1 showed that participants have intrinsic and extrinsic motivations for getting tattoos. The main reasons are to identify with a celebrity, overcome mental trauma, and pursue an ideal self-image. In the case of RQ2, the design of tattoos varied widely from person to person, and the symbolic meaning contained within them was mainly related to the self. According to the result of RQ3, getting a tattoo has many positive psychological functions: it can help people to relieve their stress, improve self-attachment and satisfaction, and create a bond with the tattoo artist. This study contributes to the understanding of tattoo behavior, which is popular among the young generation nowadays. In particular, this study is significant in that it identified the psychological functions of tattoos based on various emotions experienced by participants after tattooing.

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.

Особистісні особливості здатності до цілепокладання на різних етапах самореалізації

The article states that goal-setting is an integral formation, the meaning of life, on the way of self-realization, by means of which a person regulates and organizes his own life. It is demonstrated that in the structure of the ability to goal-setting there are the following components: intellectual, personal, activity. The personal (individual-personal qualities, value system) and activity (volitional qualities) components in women at different stages of self-realization have been studied and compared. It is established that students who are at the stage of self-understanding and self-perception are not capable of responsible goal setting because they have an ideal self-image, overestimated self-esteem, underdeveloped reflection and reduced efficiency of adaptation, conflict of values (universalism - achievement, security - independence, independence - comfort), a pessimistic view of future-oriented events without developed volitional qualities. It was found that female students have certain goals, but are not always able to present a more or less clear picture of the desired future, so the ultimate goal may not be justified and is unstable. It is shown that women at the stage of selfrealization live in the present, have a real idea of themselves, they lack full self-satisfaction, which with a strong self-esteem and generally positive assessment of their personality encourages respondents to further self-improvement. It has been shown that women use volitional qualities when achieving goals, have a conflict of values (stimulation - security), which is characteristic of mature adaptive individuals, with a certain level of dignity and flexibility.

Taking a closer look at the speaking of ideal self of Spanish undergraduates

Over the past fifteen years, research on second language (or L2) motivation has been dominated by Dörnyei’s influential paradigm, the L2 Motivational Self System. Students’ imagined visualisations are key components in this theory, as those students who have a clear ideal self-image with an L2 component will probably be more motivated to learn a language than others that have not established a desired future state goal for themselves. This article reports the qualitative findings of a mixed-method study that explored the effects of a multimodal intervention with influential speakers on changing the students’ attitudes in public speaking. Semi-structured interviews and open-ended questionnaires were conducted with 11 engineering undergraduates, who volunteered to take part in the present study. Qualitative data showed that the multimodal intervention accompanied by goal setting (i.e., students’ classroom oral presentations) triggered an increase in some students’ future speaking selves. Six of the eleven students demonstrated a slight development in their levels of linguistic self-confidence, which made their vision of their ideal L2 speaking selves more realistic and clearer. The article discusses the implications of these findings and calls for a pedagogical shift that embraces more opportunities to assess the multimodal skills and strategies students need to become fluent L2 speakers.

Brand logo benefit: Is there any evidence of its impact in the higher education sector?

Few studies examine the impact of brand logo in higher education sector. Particularly, the literature neglects the benefits of a brand logo that can have in this context. Thus, this paper outlines a framework that contributes to a greater understanding of brand logo benefits in higher education sector and extends the framework of previous studies by accounting for continuance commitment and word of mouth. We analyzed our model on a sample of 340 undergraduate students from public universities in Tehran. The results indicate that the ideal self-image congruence and the brand logo benefit have a positive significant impact on commitment and word of mouth. In addition, the self-image congruence directly influences the brand logo benefit and word of mouth, and indirectly influences commitment.

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.