According to ________ models, we choose products with attributes that match some aspect of our selves.
A) impression management
B) identity marketing
C) self-fulfilling prophecy
D) self-image congruence

Question

Quizplus · Accepted Answer

Self-image congruence models propose that consumers make purchase decisions based on the extent to which the product matches their self-image, personality, or identity. This means that they would select products and brands that represent and reinforce their self-concept. Hence, option D is the correct choice as it best explains the relationship between consumer behavior and self-image.

According to ________ Models, We Choose Products with Attributes That