Max views himself as knowledgeable and intelligent and cultured, and thus only subscribes to the New York Times, the Paris Review, and Artforum magazine.His product choices can be explained by the self-image congruence model.

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The self-image congruence model suggests that individuals choose products that are congruent with their self-image. In this case, Max views himself as knowledgeable, intelligent, and cultured, and chooses to subscribe to highbrow publications such as the New York Times, the Paris Review, and Artforum magazine. This behavior is consistent with the self-image congruence model.

Max Views Himself as Knowledgeable and Intelligent and Cultured, and Thus