본 연구에서는 상표성격과 소비자의 자기이미지간의 일치성이 자기감시와 사용상황에 따라 상표선호도에 미치는 영향을 제품범주별로 살펴보았다. 분석결과, 과시재의 경우 자기감시가 높은 소비자는 공적상황에서 자기이미지와 상표성격이 일치할 때의 상표선호와 불일치할 때의 상표선호에서 유의한 차이를 보이지 않았지만, 사적상황에서 자기이미지와 상표성격이 불일치할 때보다는 일치할 때 높은 선호를 보였다. 그러나 자기감시가 낮은 소비자는 상황에 관계없이 자기이미지와 상표성격이 불일치할 때보다 일치할 때 높은 선호를 보였다. 비과시재의 경우 자기감시가 높은 소비자는 상황에 관계없이 자기이미지와 상표성격이 일치할 때의 상표선호와 불일치할 때의 상표선호에서 유의한 차이를 보이지 않았다. 그러나 자기감시가 낮은 소비자는 상황에 관계없이 자기이미지와 상표성격이 불일치할 때보다 일치할 때 높은 선호를 보였다. 이러한 결과는 자기일치성의 효과가 자기감시, 사용상황, 제품범주에 따라 달라짐을 의미한다. 따라서 자기일치성의 영향력을 제한적으로 받아들여야 한다.
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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