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Self-image congruence in consumer behavior


  • Hosany, Sameer
  • Martin, Drew


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.

Suggested Citation

  • Hosany, Sameer & Martin, Drew, 2012. "Self-image congruence in consumer behavior," Journal of Business Research, Elsevier, vol. 65(5), pages 685-691.
  • Handle: RePEc:eee:jbrese:v:65:y:2012:i:5:p:685-691
    DOI: 10.1016/j.jbusres.2011.03.015

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    References listed on IDEAS

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    6. Solomon, Michael R, 1983. " The Role of Products as Social Stimuli: A Symbolic Interactionism Perspective," Journal of Consumer Research, Oxford University Press, vol. 10(3), pages 319-329, December.
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    8. 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 349-373, June.
    9. 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.
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    Cited by:

    1. Mandy Loh & Maisarah Ahmad & Suhaila Abdul Kadir & Syed Shah Alam, 2015. "Influence Of Customer Values And Self-Image Congruity On Customer Behavior-Based Crm Performance," Management and Marketing Journal, University of Craiova, Faculty of Economics and Business Administration, vol. 0(1), pages 23-44, May.
    2. repec:asi:ijoass:2018:p:34-41 is not listed on IDEAS
    3. Thomas, Veronica L. & Yeh, Marie & Jewell, Robert D., 2015. "Enhancing valuation: the impact of self-congruence with a brand on the endowment effect," Journal of Behavioral and Experimental Economics (formerly The Journal of Socio-Economics), Elsevier, vol. 58(C), pages 178-185.
    4. Kaufmann, Hans Ruediger & Petrovici, Dan Alex & Filho, Cid Gonçalves & Ayres, Adriano, 2016. "Identifying moderators of brand attachment for driving customer purchase intention of original vs counterfeits of luxury brands," Journal of Business Research, Elsevier, vol. 69(12), pages 5735-5747.
    5. Allison Ford & Anne Marie MacKintosh & Linda Bauld & Crawford Moodie & Gerard Hastings, 2016. "Adolescents’ responses to the promotion and flavouring of e-cigarettes," International Journal of Public Health, Springer;Swiss School of Public Health (SSPH+), vol. 61(2), pages 215-224, March.
    6. Naili Farida & Elia Ardyan, 2015. "Repeat Purchase Intention of Starbucks Consumers in Indonesia: A Green Brand Approach," Tržište/Market, Faculty of Economics and Business, University of Zagreb, vol. 27(2), pages 189-202.
    7. Nic S. Terblanche, 2016. "Measuring word-of-mouth activity after a service encounter: are we measuring what customers communicate?," Service Business, Springer;Pan-Pacific Business Association, vol. 10(2), pages 283-299, June.
    8. Han, Heesup & Kim, Yunhi & Kim, Chulwon & Ham, Sunny, 2015. "Medical hotels in the growing healthcare business industry: Impact of international travelers' perceived outcomes," Journal of Business Research, Elsevier, vol. 68(9), pages 1869-1877.
    9. repec:eee:touman:v:40:y:2014:i:c:p:213-223 is not listed on IDEAS
    10. repec:eee:touman:v:65:y:2018:i:c:p:245-255 is not listed on IDEAS
    11. repec:gam:jsusta:v:10:y:2017:i:1:p:80-:d:124836 is not listed on IDEAS
    12. repec:spr:amsrev:v:7:y:2017:i:1:d:10.1007_s13162-017-0092-9 is not listed on IDEAS
    13. repec:eee:touman:v:49:y:2015:i:c:p:29-41 is not listed on IDEAS


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