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1	Situational Self-Image: A Symbolic Interactionism Approach to Brand-Image/Self-Image Congruency Hildebrand, Peggy Shields 05 1900 (has links) The situational self-image, which recognizes the affect of situational influences, particularly social roles, was the specific topic of investigation of this study. It has generally been hypothesized in marketing literature that consumers will purchase the brand with the image most congruent with the consumers' self-image. Symbolic Interactionism, a field of study in sociology, provides the theoretical foundations for the construct situational self-image. Realization of the relationship between the situational self-consciousness and involvement was also investigated. situational self-image symbolic interactionism brand-image purchasing behaviors Self-perception. Brand choice. Symbolic interactionism. Consumers.