Open AccessBrief research note: Self congruity, reference groups, and consumer behavior
Author(s) -
Barbara Van der Giessen,
Nicole Rijken,
Johann Louw
Publication year - 2004
Publication title -
sa journal of industrial psychology
Language(s) - English
Resource type - Journals
SCImago Journal Rank - 0.438
H-Index - 21
eISSN - 2071-0763
pISSN - 0258-5200
DOI - 10.4102/sajip.v30i1.133
Subject(s) - psychology , social psychology , consumer behaviour , consumer research , group (periodic table) , social comparison theory , advertising , business , chemistry , organic chemistry
The decision to buy certain products and brands depends on a number of factors; some social, and some personal. In this report, we explore the potential relationship between self-image, reference group influence, and consumer behaviour