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ISSN : 1229-8778
The current study examined how self-monitoring and usage situations play a role in determining the effects of self congruity on consumers' brand evaluations across conspicuous and non-conspicuous products. The result showed that the moderating effects of self-monitoring and usage situations in the effect of self congruity on brand evaluations differed between conspicuous and non-conspicuous products. That is, high self-monitors tended to be influenced by usage situations in public situation and by self congruity in private situation when they evaluated a conspicuous product. However, they evaluated brand preference toward non-conspicuous products regardless of self congruity. On the contrary, it was found for low self-monitors that self congruity played a consistent role across the level of product conspicuousness and usage situations. Thus, the result suggested that the level of self monitoring and usage situations moderated the effect of self congruity, which meant high self-monitors showed different interaction patterns between the evaluation of conspicuous and non-conspicuous products. This study discovered that self congruity effect varied in product categories and the symbolic functions of brands as well as in the individual variable and situational variable. This may be an useful implication in that the knowledge of consumers' mechanism of symbolic and self-presentation behavior becomes a crucial part of understanding them. Also, the strong influence of usage situation indicates that marketers should consider the context of particular usage situations in brand management.
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