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Self-image congruence in consumer behavior

  • Hosany, Sameer
  • Martin, Drew
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    Self-image congruence helps explain and predict different facets of consumer behavior. To date, application of self-congruence theories to tourist post-travel evaluations is limited. This study tests a model that includes self-image congruence, cruise ship passengers' experiences, satisfaction, and behavioral intention. Path modeling tests the hypotheses using a sample of 169 cruise ship travelers. Results indicate that self-image congruence (actual and ideal) affects passengers' experiences but indirectly influences satisfaction levels. Satisfaction positively relates to respondents' propensity to recommend. Overall, this research advances the understanding of cruise ship passengers' experiences and behaviors offering important managerial implications.

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    Article provided by Elsevier in its journal Journal of Business Research.

    Volume (Year): 65 (2012)
    Issue (Month): 5 ()
    Pages: 685-691

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    Handle: RePEc:eee:jbrese:v:65:y:2012:i:5:p:685-691
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    1. Malhotra, Naresh K., 1988. "Self concept and product choice: An integrated perspective," Journal of Economic Psychology, Elsevier, vol. 9(1), pages 1-28, March.
    2. Belk, Russell W, 1988. " Possessions and the Extended Self," Journal of Consumer Research, University of Chicago Press, vol. 15(2), pages 139-68, September.
    3. Sirgy, M. Joseph & Grewal, Dhruv & Mangleburg, Tamara, 2000. "Retail Environment, Self-Congruity, and Retail Patronage: An Integrative Model and a Research Agenda," Journal of Business Research, Elsevier, vol. 49(2), pages 127-138, August.
    4. Kressmann, Frank & Sirgy, M. Joseph & Herrmann, Andreas & Huber, Frank & Huber, Stephanie & Lee, Dong-Jin, 2006. "Direct and indirect effects of self-image congruence on brand loyalty," Journal of Business Research, Elsevier, vol. 59(9), pages 955-964, September.
    5. Bagwell, Laurie Simon & Bernheim, B Douglas, 1996. "Veblen Effects in a Theory of Conspicuous Consumption," American Economic Review, American Economic Association, vol. 86(3), pages 349-73, June.
    6. Sirgy, M Joseph, 1982. " Self-Concept in Consumer Behavior: A Critical Review," Journal of Consumer Research, University of Chicago Press, vol. 9(3), pages 287-300, December.
    7. Solomon, Michael R, 1983. " The Role of Products as Social Stimuli: A Symbolic Interactionism Perspective," Journal of Consumer Research, University of Chicago Press, vol. 10(3), pages 319-29, December.
    8. Landon, E Lard, Jr, 1974. " Self Concept, Ideal Self Concept, and Consumer Purchase Intentions," Journal of Consumer Research, University of Chicago Press, vol. 1(2), pages 44-51, Se.
    9. Gross, Michael J. & Brown, Graham, 2006. "Tourism experiences in a lifestyle destination setting: The roles of involvement and place attachment," Journal of Business Research, Elsevier, vol. 59(6), pages 696-700, June.
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