Original Research

Brief research note: Self congruity, reference groups, and consumer behavior

Barbara Van Der Giessen, Nicole Rijken, Johann Louw
SA Journal of Industrial Psychology | Vol 30, No 1 | a133 | DOI: https://doi.org/10.4102/sajip.v30i1.133 | © 2004 Barbara Van Der Giessen, Nicole Rijken, Johann Louw | This work is licensed under CC Attribution 4.0
Submitted: 25 October 2004 | Published: 26 October 2004

About the author(s)

Barbara Van Der Giessen, University of Amsterdam the Netherlands, South Africa
Nicole Rijken, University of Amsterdam, Netherlands
Johann Louw, University of Cape Town, South Africa

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The decision to buy certain products and brands depends on a number of factors; some social, and some personal. In this report, we explore the potential relationship between self-image, reference group influence, and consumer behaviour.


Self congruity; Reference groups; Consumer behavior


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