The theory of image congruency proposes that
A) relationships with other people play a large part in forming an individual's personality.
B) individuals are always driven by the need for immediate gratification.
C) consumers select products, brands, and retailers that correspond with their self-concept.
D) the rules, values, and norms imposed by society prevent an individual from seeking selfish gratification.

Question

Quizplus · Accepted Answer

The theory of image congruency suggests that consumers prefer products, brands, and retailers that align with their self-concept or self-image, meaning they choose those that reflect their own identity and values.

The Theory of Image Congruency Proposes That