How Autobiographical Memory Perspective Influences Self-Congruence and Brand Preference

Three experiments demonstrate that visualizing autobiographical memories from a first-person verus third-person perspective impacts consumer’s self-brand congruence differently under different contexts. Autobiographical memory perspective influences consumer’s perception of self-change, which impacts self-brand congruence. Further, we demonstrate a moderating influence of self-esteem on the relationship between autobiographical memory perspective and self-congruence.


Sudipta Mandal (2020) ,"How Autobiographical Memory Perspective Influences Self-Congruence and Brand Preference", in NA - Advances in Consumer Research Volume 48, eds. Jennifer Argo, Tina M. Lowrey, and Hope Jensen Schau, Duluth, MN : Association for Consumer Research, Pages: 527-528.


Sudipta Mandal, Indian Institute of Management Indore


NA - Advances in Consumer Research Volume 48 | 2020

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