Self-congruity in the light of the theory, research methodology and applied research: key issues and perspectives

  • O. Gorbaniuk Institute of Psychology, University of Zielona Góra
  • M. Kolańska Institute of Psychology, University of Zielona Góra
Keywords: self-congruity, brand user image, brand image, critical review.


The aim of the article is to indicate key issues and formulaterequirements for a new conceptualisation and operationalisation of selfimagecongruity and its role in explaining consumer behaviour. A specialemphasis is put on the need to select a proper theoretical domain,advantages of applying typical brand user image as a point of reference insocial comparisons and relevance of the undesirable image as a potentialsource of avoidance behaviour. The analysis of self-congruity methodologypoints to a need to identify relevant dimensions in self-imagecongruity,provide a broader generalisation of results and development ofresearchprocedures for psychological realism in congruity measurement.


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Gorbaniuk, O., & Kolańska, M. (2016). Self-congruity in the light of the theory, research methodology and applied research: key issues and perspectives. Fundamental and Applied Researches in Practice of Leading Scientific Schools, 16(4), 20-27. Retrieved from