Congruency Between Self As Communicated By Product Ensembles and Self As Perceived By Peers – Do the Two Match?

Renu Emile, O.P.Jindal Global University,India
Sunanda Sangwan, Shantou University Business School,China
Do senders’ intended self-related characteristics match with those received by audiences? Auto-photography generated data suggest that young adult consumers are able to successfully communicate some characteristics of their selves. The study further suggests, self-related characteristics that are successfully communicated tend to be socially-oriented and socially observable.
[ to cite ]:
Renu Emile and Sunanda Sangwan (2014) ,"Congruency Between Self As Communicated By Product Ensembles and Self As Perceived By Peers – Do the Two Match? ", in NA - Advances in Consumer Research Volume 42, eds. June Cotte and Stacy Wood, Duluth, MN : Association for Consumer Research, Pages: 307-312.