SELF-CONCEPT, CONSUMPTION SITUATION AND ADVERTISING EFFECTIVENESS

Abstract

This study empirically investigated the effects of self-concept and consumption situation on consumers' advertising and brand perceptions. The overall hypothesis was that self-concept/brand image congruence and consumption situation/brand image congruence influence consumers' evaluations

Results showed that a higher degree of congruence between self-concept and brand image lead to more positive emotional and cognitive responses toward the ad. For consumers who were highly involved with the product, self-concept and consumption situation were both determinant factors in a situational brand choice. For consumers who were not highly involved with the product, however, only consumption situation might determine the situational brand choice.