The self-image congruence model helps to explain why it is a deal killer in the Japanese business culture to mishandle a business card for a prospective client.

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The self-image congruence model primarily explains consumer behavior by suggesting that people are drawn to products or brands that they perceive to match their own self-image. Mishandling a business card in Japanese business culture is considered disrespectful because it disregards the importance of respect and formality in Japanese society, rather than being directly related to the self-image congruence model.

The Self-Image Congruence Model Helps to Explain Why It Is