Do Their Values Fit in With Mine? Analyzing the Importance of Congruence Between Consumers’ and Retailers’ Values
“Value-oriented management” is a buzzword in Marketing. From a scientific perspective, self-congruency theory indicates: a fit between consumers’ and retailers’ values could enhance images and spending. But as people seem to expect different values from retailers than from themselves, it is important to know exactly which values should be attributed.
Citation:
Andrea Groeppel-Klein and Sarah Kobel (2018) ,"Do Their Values Fit in With Mine? Analyzing the Importance of Congruence Between Consumers’ and Retailers’ Values", in E - European Advances in Consumer Research Volume 11, eds. Maggie Geuens, Mario Pandelaere, and Michel Tuan Pham, Iris Vermeir, Duluth, MN : Association for Consumer Research, Pages: 228-229.
Authors
Andrea Groeppel-Klein, Saarland University, Germany
Sarah Kobel, Saarland University, Germany
Volume
E - European Advances in Consumer Research Volume 11 | 2018
Share Proceeding
Featured papers
See MoreFeatured
N5. Mixed Feelings, Mixed Baskets: How Emotions of Pride and Guilt Drive the Relative Healthiness of Sequential Food Choices
Julia Storch, University of Groningen, The Netherlands
Koert van Ittersum, University of Groningen, The Netherlands
Jing Wan, University of Groningen, The Netherlands
Featured
The Anchoring Effects of Temperature Cues on Price Valuations
Michael Barbera, Barbera Solutions
Gavin Northey, University of Auckland, New Zealand
Felix Septianto, University of Auckland, New Zealand
Vicki Andonopoulos, University of New South Wales
Catherine Frethey-Bentham, University of Auckland, New Zealand
Featured
Penny for Your Preferences: Leveraging Self-Expression to Increase Prosocial Giving
Jacqueline R. Rifkin, Duke University, USA
Katherine Crain, Duke University, USA
Jonah Berger, University of Pennsylvania, USA