Matching product attributes with some aspect a consumer holds to be true of his or her self is consistent with:
A) situation-actualization theory.
B) self-image congruence models.
C) symbolic self-completion theory.
D) self-as-other models.

Question

Quizplus · Accepted Answer

Self-image congruence models suggest that consumers choose products and brands that match or are congruent with their self-concept or image. This means that the attributes of the product align with how the consumer perceives themselves or aspires to be.

Matching Product Attributes with Some Aspect a Consumer Holds to Be