Which theory proposes that much of consumer behavior can be explained by the match between a consumer's self-concept and the image of typical users of a product?

Question

Quizplus · Accepted Answer

Self-congruency theory proposes that much of consumer behavior can be explained by the match between a consumer's self-concept and the image of typical users of a product. This theory suggests that consumers are more likely to purchase products and brands that align with their self-concept and identity. Hence, option A, which refers to self-congruency theory, is the correct choice.

Which Theory Proposes That Much of Consumer Behavior Can Be