Self-image congruence models conceptualized as a product affirmation process
Michael K. Coolsen, Madoka Kumashiro · Goldsmiths Research Online · 2009
Conceptualizing the brand as an animated partner in the consumer-brand relationship, we set out to clarify the self-image congruence literature described as "mixed" at best.Assuming a brand can sculpt a consumer's self-concept as a relationship partner might do, we conducted two experiments and one survey to support our claim that "product affirmation" (when a product affirms one's ideal self) exerts more powerful effects on a consumer's emotions, personality, and product evaluations compared to a product which only verifies/enhances one's self-concept.Furthermore, product affirmation appears to operate above and beyond the product's hedonic or functional value.