.png){kind=logo}
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.
김상기, (1995) 자기감시, 사용상황 및 지각된 위험이 소비자 행동에 미치는 영향, 광고연구
박주영 ; 최인혁 ; 장경숙, (2001) 브랜드 개성과 자아이미지의 일치성이 브랜드 태도에 미치는 영향에 관한 연구, 아시아마케팅저널
양윤 , (1996) 인지욕구, 자기감시 및 사용상황이 소비자 정보획득 과정에 미치는 영향, 한국심리학회지: 산업 및 조직
양윤 ; 서윤정, (2004) 자기일치성과 자기감시가 상표선호에 미치는 영향, 한국심리학회지: 소비자·광고
양윤, (2000) 자기-감시와 사용상황이 소비자 만족에 미치는 영향, 한국심리학회지: 소비자․광고
양윤 ; 조은하, (2002) 한국형 브랜드 성격 척도 개발과타당화에 관한 연구, 한국심리학회지: 소비자·광고
양윤 ; 채영지, (2004) 상표성격과 광고모델 이미지의 일치성이 광고 및 상표 선호도에 미치는 영향, 광고학연구
이경미 , (1999) 브랜드 개성이 소비자-브랜드 관계의 질적 차원에 미치는 영향에 관한 연구-소비자의 Self-monitering을 중심으로,
Aaker, D. A, (1996) Building strong brands , New York: The Free Press
Aaker, J. L. , (1997) Dimentions of brand personality, Journal of Marketing Research
Aaker, J. L, (1999) The malleable self: The role of self-expression in persuasion, Journal of Marketing Research
Belk, R. W. , (1974) An exploratory assessment of situational effects in buyer behavior, Journal of Marketing Research
Belk, R. W, (1975) Situational variables and consumer behavior, Journal of Consumer Research
Browne, A. B, (1997) Conceptualizing self-monitoring: Links to materialism and product involvement, Journal of Consumer Marketing
Burn, R. B, (1979) The self-concept in theory, measurement, development, and behavior, London: Longman
Cote, J. , (1986) The person by situation interaction myth: Implications for the definition of situations, Advances in Consumer Resaerch
Dickson, P. R, (1982) Person-situation: Segmentation's missing link, Journal of Marketing
Dolich, I. J, (1969) Congruence relationships between self images and product brands, Journal of Marketing Research
Fournier, S, (1998) Consumers and their brand: Developing relationship theory in consumer research , Journal of Consumer Research
Graeff, T. R, (1996) Using promotional messages to manages the effects of brand and self-image on brand evaluation, Journal of Consumer Marketing
Graeff, T. R, (1996) Image congruence effects on product evaluations: The role of self- monitoring and public/private consumption, Psychology & Marketing
Graeff, T. R. , (1997) Consumption situations and the effects of brand image on consumers' brand evaluations, Psychology & Marketing
Grupp, E. L, (1968) Perception of self, generalized stereo types and brand selection, Journal of Marketing Research
Hirshman, E. C, The experiential aspects of consumption: Consumer fantasies, feeling and fun, Journal of Consumer Research
Hogg, K. M, (2000) The impact of self-monitoring on image congruence and product/brand evaluation , European Journal of Marketing
Jamal, A, Consumers and brands: A study of the impact of self-congruence on brand preference and satisfaction, Marketing Intelligence & Planning
Kim, C. K, The effect of brand personality and brand identification on brand loyalty: Applying the theory of social identification, Japanese Psychological Research
Malhotra, N. K. , (1981) A scale to measure self-concepts, person concepts, and product concepts, Journal of Marketing Research
Markin, R. J, (1979) Marketing, John Wile
Mowen, J. C, (1998) Consumer behavior, 5th , Prentice-Hall, Inc.
Onkvisit, S, (1987) Self-concept and image congruence: Some research and managerial implications, Journal of Consumer Marketing
Plummer, J. T. , (1985) How personality makes a difference, Journal of Advertising Research
Rosenberg, M, (1979) Conceiving the self , New York: Basic Books
Schurr, P, (1986) Psychological effects of restaurant meetings on industrial buyers , Journal of Marketing
Schenk, C. T, (1980) A sociological approach to brand choice: The concept of situational self-image , Advances in Consumer Research
Shavitt, S, (1992) Attitude functions in advertising: The interactive role of products and self- monitering, Journal of Consumer Psychology
Sirgy, M. J, (1982) Self concept in consumer behavior: A critical review, Journal of Consumer Research
Sirgy, M. J, (1985) Using self-congruity and ideal congruity to predict purchase motivation, Journal of Business Research
Sirgy, M. J, (1997) Assessing the predictive validity of two methods of measuring self-image congruence, Academy of Marketing Science
Snyder, M. , (1974) The self-monitoring of expressive behavior, Journal of Consumer Research
Snyder, M, (1979) Self-monitoring processes, Advances in Experimental Social Psychology
Snyder, M, (1986) On the nature of self-monitoring: Matters of assessment, matters of validity , Journal of Personality and Social Psychology
Solomon, M. R, (1983) The role of products as social stimuli: A symbolic interactionism perspective, Journal of Consumer Research
Stayman, D. M, (1992) Spontaneous inference process in advertising: Effects of need for cognition and self- monitering on inference generation and utilization, Journal of Consumer Psychology
Swann, W. J, (1992) Why people self-verify, Journal of Personality and Social Psychology
Tedeschi, J. T, (1985) Introduction to social psychology, New York: West
Wright, N. D, (1992) The effects of product symbolism on consumer self-concept, Advances in Consumer Research