This Event is Me!
基于21场赞助时装秀的实地研究，发现消费者与活动的自我一致性是促销效果的关键，影响对赞助商的态度和购物意愿。
<h3>ABSTRACT</h3> Based on a real-world field study of 21 sponsored promotional events (more specifically, sponsored fashion shows) (<i>n</i> = 535), we provide a self-congruity theory-based model explaining the role of mall shoppers9 self-congruity on the effectiveness of experiential mall promotions. We find that self-congruity with the event is a key influencer of promotion effectiveness. Specifically, we show that (1) more expertise with the sponsor affects self-congruity with the sponsor; (2) in turn, self-congruity with the promotional event enhances persuasiveness of the event; and (3) this event persuasion enhances the consumer9s likelihood to shop at the sponsor9s store. Further, when entertained shoppers like the promotional events and wish for more of such promotions, they tend to think more positively about the sponsor, view the promotional event as a good way to highlight the sponsor, and desire to shop more at the retail sponsor. These are important findings for advertising research practitioners, as they suggest that event attendees focus on how the sponsoring retailer fits with their image and sense of self.