IDEAS home Printed from https://ideas.repec.org/p/ags/gewi18/275860.html
   My bibliography  Save this paper

How Persuasion Knowledge Creates Differences in the Role of Self and Functional Congruity on Predicting Customers’ Attitude and Behavioral Intention

Author

Listed:
  • Zarei, Shadi
  • Samavatiyan, Hossein
  • Akhoondi, Fereshteh

Abstract

The present study aims to investigate the role of self-congruity and functional congruity in predicting customer attitudes and behavioral intentions in different branches of a chain store in the city of Tehran, Iran. Also, the study considers the moderating role of persuasion knowledge in the relationship between self-congruity and functional congruity with customers' attitude. The findings suggest that managers can develop certain strategies to improve customer attitudes and buying intentions.

Suggested Citation

  • Zarei, Shadi & Samavatiyan, Hossein & Akhoondi, Fereshteh, 2018. "How Persuasion Knowledge Creates Differences in the Role of Self and Functional Congruity on Predicting Customers’ Attitude and Behavioral Intention," 58th Annual Conference, Kiel, Germany, September 12-14, 2018 275860, German Association of Agricultural Economists (GEWISOLA).
    • Handle: RePEc:ags:gewi18:275860
    DOI: 10.22004/ag.econ.275860
    as

    Download full text from publisher

    File URL: https://ageconsearch.umn.edu/record/275860/files/Poster_184.pdf
    Download Restriction: no
    File URL: https://libkey.io/10.22004/ag.econ.275860?utm_source=ideas
    LibKey link: if access is restricted and if your library uses this service, LibKey will redirect you to where you can use your library subscription to access this item
    ---><---

    References listed on IDEAS

    as
    1. Breazeale, Michael & Ponder, Nicole, 2013. "Get the picture? Visual servicescapes and self-image congruity," Journal of Business Research, Elsevier, vol. 66(7), pages 839-846.
    2. Sirgy, M Joseph, 1982. "Self-Concept in Consumer Behavior: A Critical Review," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 9(3), pages 287-300, December.
    3. Nathalie Fleck & Pascale Quester, 2007. "Birds of a feather flock together…definition, role and measure of congruence: An application to sponsorship," Post-Print hal-02291877, HAL.
    4. Friestad, Marian & Wright, Peter, 1994. "The Persuasion Knowledge Model: How People Cope with Persuasion Attempts," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 21(1), pages 1-31, June.
    Full references (including those not matched with items on IDEAS)

    Most related items

    These are the items that most often cite the same works as this one and are cited by the same works as this one.
    1. Halder, Deepa & Pradhan, Debasis & Roy Chaudhuri, Himadri, 2021. "Forty-five years of celebrity credibility and endorsement literature: Review and learnings," Journal of Business Research, Elsevier, vol. 125(C), pages 397-415.
    2. Halkias, Georgios & Micevski, Milena & Diamantopoulos, Adamantios & Milchram, Christine, 2017. "Exploring the effectiveness of foreign brand communication: Consumer culture ad imagery and brand schema incongruity," Journal of Business Research, Elsevier, vol. 80(C), pages 210-217.
    3. Mazodier, Marc & Quester, Pascale, 2014. "The role of sponsorship fit for changing brand affect: A latent growth modeling approach," International Journal of Research in Marketing, Elsevier, vol. 31(1), pages 16-29.
    4. Lee, Alice J. & Ames, Daniel R., 2017. "“I can’t pay more” versus “It’s not worth more”: Divergent effects of constraint and disparagement rationales in negotiations," Organizational Behavior and Human Decision Processes, Elsevier, vol. 141(C), pages 16-28.
    5. Chao-Ming Yang, 2020. "Influences of Product Involvement and Symbolic Consumption Cues in Advertisements on Consumer Attitudes," International Journal of Marketing Studies, Canadian Center of Science and Education, vol. 11(2), pages 1-15, March.
    6. Dimitrios K. Nasiopoulos & Dimitrios A. Arvanitidis & Dimitrios M. Mastrakoulis & Nikos Kanellos & Thomas Fotiadis & Dimitrios E. Koulouriotis, 2023. "Exploring the Role of Online Courses in COVID-19 Crisis Management in the Supply Chain Sector—Forecasting Using Fuzzy Cognitive Map (FCM) Models," Forecasting, MDPI, vol. 5(4), pages 1-23, November.
    7. Suwelack, Thomas & Hogreve, Jens & Hoyer, Wayne D., 2011. "Understanding Money-Back Guarantees: Cognitive, Affective, and Behavioral Outcomes," Journal of Retailing, Elsevier, vol. 87(4), pages 462-478.
    8. Abdelmajid Amine & Audrey Bonnemaizon & Margaret Josion-Portail, 2017. "Tailoring Elderly Patients’ Identities through Healthcare Service Relationships: Toward a Guardian Conception of Vulnerable Publics’ Identities," Post-Print hal-01684147, HAL.
    9. Maystre, Nicolas & Olivier, Jacques & Thoenig, Mathias & Verdier, Thierry, 2014. "Product-based cultural change: Is the village global?," Journal of International Economics, Elsevier, vol. 92(2), pages 212-230.
    10. Jong Yoon Lee & Jae Hee Park & Jong Woo Jun, 2019. "Brand Webtoon as Sustainable Advertising in Korean Consumers: A Focus on Hierarchical Relationships," Sustainability, MDPI, vol. 11(5), pages 1-10, March.
    11. Skarmeas, Dionysis & Leonidou, Constantinos N., 2013. "When consumers doubt, Watch out! The role of CSR skepticism," Journal of Business Research, Elsevier, vol. 66(10), pages 1831-1838.
    12. Zhang, Jing & Chen, Mingliang & Xie, Zhaohan & Zhuang, Jingyi, 2022. "Don't fall into exquisite poverty: The impact of mismatch between consumers and luxury brands on happiness," Journal of Business Research, Elsevier, vol. 151(C), pages 298-309.
    13. Mark Groza & Mya Pronschinske & Matthew Walker, 2011. "Perceived Organizational Motives and Consumer Responses to Proactive and Reactive CSR," Journal of Business Ethics, Springer, vol. 102(4), pages 639-652, September.
    14. Stadler Blank, Ashley & Koenigstorfer, Joerg & Baumgartner, Hans, 2018. "Sport team personality: It’s not all about winning!," Sport Management Review, Elsevier, vol. 21(2), pages 114-132.
    15. Aaker, Jennifer L. & Brumbaugh, Anne M. & Grier, Sonya A., 2000. "Non-target Markets and Viewer Distinctiveness: The Impact of Target Marketing on Advertising Attitudes," Research Papers 1578, Stanford University, Graduate School of Business.
    16. Heffner, Reid R., 2007. "Semiotics and Advanced Vehicles: What Hybrid Electric Vehicles (HEVs) Mean and Why it Matters to Consumers," Institute of Transportation Studies, Working Paper Series qt9mw1t4w3, Institute of Transportation Studies, UC Davis.
    17. T. Poehlman & Ravi Dhar & John Bargh, 2016. "Sophisticated by Design: the Nonconscious Influence of Primed Concepts and Atmospheric Variables on Consumer Preferences," Customer Needs and Solutions, Springer;Institute for Sustainable Innovation and Growth (iSIG), vol. 3(1), pages 48-61, March.
    18. Khantimirov, Denis & Karande, Kiran, 2018. "Complaint as a persuasion attempt: Front line employees’ perceptions of complaint legitimacy," Journal of Retailing and Consumer Services, Elsevier, vol. 43(C), pages 68-76.
    19. Puccinelli, Nancy M. & Goodstein, Ronald C. & Grewal, Dhruv & Price, Robert & Raghubir, Priya & Stewart, David, 2009. "Customer Experience Management in Retailing: Understanding the Buying Process," Journal of Retailing, Elsevier, vol. 85(1), pages 15-30.
    20. Simonson, Itamar & Drolet, Aimee L., 2003. "Anchoring Effects on Consumers' Willingness-to-Pay and Willingness-to-Accept," Research Papers 1787, Stanford University, Graduate School of Business.

    More about this item

    NEP fields

    This paper has been announced in the following NEP Reports:

    Statistics

    Access and download statistics

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:ags:gewi18:275860. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    If CitEc recognized a bibliographic reference but did not link an item in RePEc to it, you can help with this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: AgEcon Search (email available below). General contact details of provider: https://edirc.repec.org/data/gewisea.html .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.