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?

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Self-congruency theory proposes that consumers are more likely to choose products that match their self-concept, and the image of typical users of a product plays a role in determining whether a product is perceived as congruent with one's self-concept.

Which Theory Proposes That Much of Consumer Behavior Can Be