... The conceptual framework was borrowed from self-congruity theory and was tested with two between-subject design experiments; PCE was measured in the first study and manipulated in the second. Findings The findings show that both measured and primed PCE (low vs high) moderate the impact of a green ad’s...

... shopping malls via a mall intercept. Structural equation modeling using SmartPLS was conducted to validate the study’s model. Findings Functional congruity has a stronger effect than self-congruity on shopping well-being. Shoppers’ demographic variables do not generally act as moderators...

...Eugene Cheng-Xi Aw; Leisa Reinecke Flynn; Han Xi Chong Purpose The purpose of this study is to propose and empirically test a framework encompassing self-congruity with its antecedents and consequences. This study also aims to test the mediating role of perceived value and its dimensions...

... affect the hypothesized relationships between two types of self-congruence and two types of brand passion. Findings The findings suggest that different types of self-congruity influence different types of consumer passion for the brand. Specifically, a fit between brand personality and one’s true...

...Kyung-Ah Byun; Mayukh Dass; Piyush Kumar; Junghwan Kim Purpose The purpose of this paper is to examine the role of playfulness on innovative consumers’ pre-order behavior for new products. Design/methodology/approach Drawing upon self-congruity theory and early adoption literature, the effects...

... or to preserve their self-congruity. This proximity effect should be exploited to promote pro-environmental behaviors. Originality/value – Most studies on the determinants of green behavior either focus exclusively on individual predispositions or tackle social influence too explicitly. By assessing...