Assessing the predictive validity of two methods of measuring self-image congruence

Article Abstract:

The predictive validity of two measurement methods of self-image congruence - traditional versus new - were compared in six studies involving different consumer populations, products, consumption settings, and dependent variables (brand preference, preference for product form, consumer satisfaction/dissatisfaction, brand attitude, and program choice). The traditional method is based on tapping the subject's perception of product-user image and the subject's perception of his/her self-image along a predetermined set of image attributes and adding the self-congruity scores across all image dimensions. Three problems were identified and discussed in relation to the traditional method: (1) the use of discrepancy scores, (2) the possible use of irrelevant images, and (3) the use of the compensatory decision rule. The new method is based on tapping the psychological experience of self-congruity directly and globally. The findings demonstrated the predictive validity of the new method over and beyond the traditional method. (Reprinted by permission of the publisher.)

Psychological aspects, Measurement, Test validity, Self-perception, Consumers, Psychological tests, Self perception

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The moderating role of the price frame on the effects of price range and the number of competitors on consumers' search intentions

Article Abstract:

An analysis on the function of price frame, lowering the impacts of the price range and the number of competitors carrying a product on consumers' search intentions, is discussed.

Market Targeting & Approach, Methods, Analysis, Market strategy, Pricing policies

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