ASSESSING THE PREDICTIVE-VALIDITY OF 2 METHODS OF MEASURING SELF-IMAGE CONGRUENCE

The predictive validity of two measurement methods of self-image congr uence-traditional versus new-were compared in six studies involving di fferent consumer populations, products, consumption settings, and depe ndent variables (brand preference, preference far product form, consum er satisfaction/dissatisfaction, brand attitude, and program choice). The traditional method is based on tapping the subject's perception of product-user image and the subject's perception of his/her self-image along a predetermined set of image attributes and adding the self-con gruity scores across all image dimensions. Three problems were identif ied and discussed in relation to the traditional method: (1) the use o f discrepancy scores, (2) the possible use of irrelevant images, and ( 3) the use of the compensatory decision rule. The new method is based on tapping the psychological experience of self-congruity directly and globally. The findings demonstrated the predictive validity of the ne w method over and beyond the traditional method.