Original Research
Brief research note: Self congruity, reference groups, and consumer behavior
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
Submitted: 25 October 2004 | Published: 26 October 2004
About the author(s)
Barbara Van Der Giessen, University of Amsterdam the Netherlands, South AfricaNicole Rijken, University of Amsterdam, Netherlands
Johann Louw, University of Cape Town, South Africa
Full Text:
PDF (43KB)Abstract
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.
Keywords
Self congruity; Reference groups; Consumer behavior
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