Brief research note: Self congruity, reference groups, and consumer behavior
Barbara Van Der Giessen, Nicole Rijken, Johann Louw
SA Journal of Industrial Psychology · 2004
doi:10.4102/sajip.v30i1.133 (opens in a new tab)
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Abstract
The decision to buy certain products and brands depends on a number of factors; some social, and some personal. In this report, we explore the potential relationship between self-image, reference group influence, and consumer behaviour.
Abstract licence: CC BY
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