If Volkswagen owners see themselves as being more economical and conservative than do owners of the Buick Regal, ________ is probably at work.

Question

Quizplus · Accepted Answer

The self-image congruence model suggests that consumers choose products and brands that match their own self-concept or image. In this case, Volkswagen owners perceive their choice as more economical and conservative, aligning with their self-image, which is a principle of the self-image congruence model.

If Volkswagen Owners See Themselves as Being More Economical and Conservative