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Self-congruity theory in consumer behavior: A little history

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  • M. Joseph Sirgy

Abstract

I revisit my Journal of Business Research (JBR) article published in 1985 that has garnered many citations. As such, I discuss the concept of self-congruity and the stream of research that the JBR article has spurred over the last 32 + years.

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  • M. Joseph Sirgy, 2018. "Self-congruity theory in consumer behavior: A little history," Journal of Global Scholars of Marketing Science, Taylor & Francis Journals, vol. 28(2), pages 197-207, April.
    • Handle: RePEc:taf:jgsmks:v:28:y:2018:i:2:p:197-207
    DOI: 10.1080/21639159.2018.1436981
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