If Volkswagen owners see themselves as being more economical and conservative than do owners of the Buick Regal, ________ is probably at work.

Question

Quizplus · Accepted Answer

The self-image congruence model suggests that consumers prefer brands that fit with their self-image or self-concept. In this case, Volkswagen owners may see themselves as more economical and conservative, and therefore seek out a brand that aligns with this self-image.

If Volkswagen Owners See Themselves as Being More Economical and Conservative