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How Persuasion Knowledge Creates Differences in the Role of Self and Functional Congruity on Predicting Customers’ Attitude and Behavioral Intention

Author

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  • Zarei, Shadi
  • Samavatiyan, Hossein
  • Akhoondi, Fereshteh

Abstract

The present study aims to investigate the role of self-congruity and functional congruity in predicting customer attitudes and behavioral intentions in different branches of a chain store in the city of Tehran, Iran. Also, the study considers the moderating role of persuasion knowledge in the relationship between self-congruity and functional congruity with customers' attitude. The findings suggest that managers can develop certain strategies to improve customer attitudes and buying intentions.

Suggested Citation

  • Zarei, Shadi & Samavatiyan, Hossein & Akhoondi, Fereshteh, 2018. "How Persuasion Knowledge Creates Differences in the Role of Self and Functional Congruity on Predicting Customers’ Attitude and Behavioral Intention," 58th Annual Conference, Kiel, Germany, September 12-14, 2018 275860, German Association of Agricultural Economists (GEWISOLA).
    • Handle: RePEc:ags:gewi18:275860
    DOI: 10.22004/ag.econ.275860
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    References listed on IDEAS

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    1. Breazeale, Michael & Ponder, Nicole, 2013. "Get the picture? Visual servicescapes and self-image congruity," Journal of Business Research, Elsevier, vol. 66(7), pages 839-846.
    2. Sirgy, M Joseph, 1982. "Self-Concept in Consumer Behavior: A Critical Review," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 9(3), pages 287-300, December.
    3. Nathalie Fleck & Pascale Quester, 2007. "Birds of a feather flock together…definition, role and measure of congruence: An application to sponsorship," Post-Print hal-02291877, HAL.
    4. Friestad, Marian & Wright, Peter, 1994. "The Persuasion Knowledge Model: How People Cope with Persuasion Attempts," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 21(1), pages 1-31, June.
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