The structural-functional 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 focal product.

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The structural-functional theory is a sociological perspective that sees society as a complex system whose parts work together to promote solidarity and stability, focusing on social structures and their functions, not on consumer behavior or self-concept matches with product images. The theory mentioned in the question aligns more closely with concepts from marketing and consumer behavior theories.

The Structural-Functional Theory Proposes That Much of Consumer Behavior Can