BusinessPsychology

Self-congruity theory in consumer behavior: A little history

M. Sirgy

2018.3.14Journal of Global Scholars of Marketing Science

DOI: 10.1080/21639159.2018.1436981

tlooto Summary

Revisiting self-congruity theory in consumer behavior with a history from 1985 article, sparking over 32 years of research.

Abstract

Abstract I revisit my Journal of Business Research (JBR) article published in 1985 that has garnered many citations. As such, I discuss the concept of self-congruity and the stream of research that the JBR article has spurred over the last 32 + years.

Citation format

SIRGY, M. Self-congruity theory in consumer behavior: A little history. Journal of Global Scholars of Marketing Science, 2018, 28: 197–207.