Self-Image Congruence Models Conceptualized As a Product Affirmation Process

Conceptualizing the brand as an animated partner in the consumer-brand relationship, we set out to clarify the self-image congruence literature described as “mixed” at best. Assuming a brand can sculpt a consumer’s self-concept as a relationship partner might do, we conducted two experiments and one survey to support our claim that “product affirmation” (when a product affirms one’s ideal self) exerts more powerful effects on a consumer’s emotions, personality, and product evaluations compared to a product which only verifies/enhances one’s self-concept. Furthermore, product affirmation appears to operate above and beyond the product’s hedonic or functional value.


Michael Coolsen and Madoka Kumashiro (2009) ,"Self-Image Congruence Models Conceptualized As a Product Affirmation Process", in NA - Advances in Consumer Research Volume 36, eds. Ann L. McGill and Sharon Shavitt, Duluth, MN : Association for Consumer Research, Pages: 980-980.


Michael Coolsen, Shippensburg University, USA
Madoka Kumashiro, Goldsmiths University of London, UK


NA - Advances in Consumer Research Volume 36 | 2009

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