Using self-concept to assess advertising effectiveness

Concept Convergence Analysis (CCA) provides a framework to use psychologica l variables such as self-concept to better assess advertising performance. Segmenting audiences based on their self-concept can provide valuable insig ht into the effectiveness of advertising in influencing consumers. Addition ally, the convergence of consumer self-image and perceived brand image can be an important mediating variable in consumer decisions regarding the adve rtised brand: Purchase intent was found to be stronger for respondents whos e self-image and perceived brand image are congruent. Through the applicati on of CCA, a new technique using psychological profiles based on self-conce pt, it is shown how copy research results could be better utilized for acti onable decision making. The case of a fragrance brand is presented.