Image congruence effects on product evaluations: The role of self‐monitoring and public/private consumption
研究发现，品牌形象与自我形象的一致性对消费者评价的影响受自我监控水平调节，且公开消费品牌更受理想自我形象影响，私下消费品牌则受实际与理想自我形象同等影响。
Past research has demonstrated that congruence between brand image and self-image is positively related to consumers' product evaluations. Results from this study support the hypothesis that increased self-monitoring is associated with a greater effect of image congruence on consumers' evaluations of publicly consumed brands, but not privately consumed brands. Results also suggest that consumers' evaluations of publicly consumed brands are more affected by the congruence between brand image and ideal self-image than actual self-image, whereas actual and ideal congruence have equal effects on consumers' evaluations of privately consumed brands. © 1996 John Wiley & Sons, Inc.