Effect Of Self-construal、product Type And Self-concept On The Self-image/Brand-image Congruity

ObjectiveIn the research of Consumer Psychology, self-image/brand-image congruity is a new emergent topic, but not much further research have been conducted. Thus in this paper, I chose self-construal model and product type as variable, and deeply research the congruity of real self, ideal social self with brand image respectively.MethodIn this research, the subjects are40junior in university, divided into two groups of independent self-construal and interdependent self-construal. Using2×2×2mixed design, the current research discussed the congruity of self-construal (independent vs. dependent)、 brand image (social vs. private) and self-concept(real self vs ideal social self).Result1.The main effect of self-construal model is statistically significant (F(1,38)=6.117,p<0.05));The main effect of product type is also statistically significant (F(1,38)=7.433, p<0.01));The main effect on the two dimension of self-concept is statistically significant(F (1,38)=18.184, p<0.01)). 2. The interaction of product type and different self-concept shows that the congruity of different product’s image and actual self-concept has statistically significant from the actual self-concept perspective (F (1,38)=14.813, P<0.01).3. For the customer of independent self-construal, the interaction of product type and self-concept is statistically significant(F(1,38)=53.053, P<0.01); For the customer of interdependent self-construal, the interaction of product type and self-concept is not statistically significant (F(1,38)=0.027, P>0.05)Conclusion:1. The congruity of actual self-concept and the brand image of private product is much higher than it with the brand image of public product image.2. For the consumer of independent self-construal, whose actual self-concept and the brand image of private/public product shows significant higher congruity than the consumer of interdependent self-construal, meanwhile, that kind of consumer has a higher congruity than the consumer of interdependent self-construal in ideal social self-concept and the brand image of public product.3. For the consumer of independent self-construal, the congruity of actual self-concept and the brand image of private product is higher than that of ideal social self-concept and the brand image of private product. While for the customer of interdependent self-construal, the congruity of actual self-concept and private product’s image has no significant difference with the congruity of ideal social self-concept and private product’s brand image.