Research On Influence Of Consumer Self-Congruence On Advertising Effectiveness

With the rapid development of technology, consumers are not satisfied with the functional value of products, and they begin to pursuit the value of products, consumers pay more attention to the expression of identity when they purchase and use of product. An important way for company to express their own brand image.enterprises have to make a huge investment in the different forms of advertising. Measurement of the advertising effectiveness has aroused great attention of scholars. Self-concept theory originated in psychology, and introduced into the consumer behavior, then formation of self-congruence theory.self-congruence theory can well explain and analysis of psychological process of the relationship between consumer and brand, but the domestic research in this is still in the initial stage. This article start with the consumers’ self-consistency (including the actual self-congruence, ideal self-congruence, social self-), joined the product involvement as moderating variable, reveals their influence of the advertising effective.This research show that:(1) when consumers watch an advertisements, they will compare their own self-concept with brand image, and then perceive the difference between both things. When consumers perceive a higher self-congruence,more postive attitude with advertisement and brand, the stronger willingness to buy. (2) The empirical analysis concluded that the ideal self-consistency is the greatest degree of influence for advertising effectiveness. (3) the consumers with different degree of involvement will lead to differences in their behavior,in this paper we find that product involvement will strengthen the relationship between self-congruence and advertising effective in some aspects.but in the positive relationship between ideal self-congruence, social self-congruence and brand attitude plays a regulatory role in not established; the role of regulation is not establishment of ideal self consistency and purchase intention.According to the results presented in this article,we put forward the following suggestion:when the enterprise market segmentation,they should be based on self-concept; company should locate brand image from the symbolic not functional; focus on the ideal self-concept, but do not ignore the real and social self-concept; enhance target groups’product involvement by brand experience etc.