Image congruence effects on product evaluations: The role of self‐monitoring and public/private consumption

Past research has demonstrated that congruence between brand image and self‐image is positively related to consumers' product evaluations. Results from this study support the hypothesis that increased self‐monitoring is associated with a greater effect of image congruence on consumers' evaluations of publicly consumed brands, but not privately consumed brands. Results also suggest that consumers' evaluations of publicly consumed brands are more affected by the congruence between brand image and ideal self‐image than actual self‐image, whereas actual and ideal congruence have equal effects on consumers' evaluations of privately consumed brands. © 1996 John Wiley & Sons, Inc.