Yes / Despite a substantial body of self-congruity (SC) research (cf. Aguirre-Rodriguez, Bosnjak, & Sirgy, 2012) two important questions remain open: First, does the SC effect apply beyond Western countries. Second, does individual level culture moderate the SC effect? This study contributes to SC theory by developing hypotheses on the validity of the four SC effects across East and West and by studying the moderating impact of the individual level cultural variable self-construals on those four effects. This study tests its hypotheses through a survey of over 1,600 consumers in an Eastern (India) and a Western (USA) country. Results show that the overall actual SC effect holds across East and West, while the ideal SC effect holds across contexts yet only for consumers with an independent self-construal. Meanwhile, the social SC effect holds in the Eastern but not in the Western context, while the ideal social SC effect does not hold in either context. Results further show a moderating effect of individual level culture on the SC effect, as the actual SC effect is stronger for interdependent consumers whereas the ideal SC effect is stronger for independent consumers across contexts. Finally, the findings of this study are used to advance managerial implications and to propose a refinement of SC theory.
| Identifer | oai:union.ndltd.org:BRADFORD/oai:bradscholars.brad.ac.uk:10454/13921 |
| Date | 2017 January 1922 |
| Creators | Gonzalez Jimenez, Hector, Fastoso, Fernando, Fukukawa, Kyoko |
| Source Sets | Bradford Scholars |
| Language | English |
| Detected Language | English |
| Type | Article, Accepted manuscript |
| Rights | © 2019 Elsevier. Reproduced in accordance with the publisher's self-archiving policy. This manuscript version is made available under the CC-BY-NC-ND 4.0 license. |
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