Ad–self-congruency effects: Self-enhancing cognitive and affective mechanisms
Article first published online: 28 SEP 2005
© 2005 Wiley Periodicals, Inc.
Psychology & Marketing
Volume 22, Issue 11, pages 887–910, November 2005
How to Cite
Chang, C. (2005), Ad–self-congruency effects: Self-enhancing cognitive and affective mechanisms. Psychol. Mark., 22: 887–910. doi: 10.1002/mar.20089
- Issue published online: 28 SEP 2005
- Article first published online: 28 SEP 2005
This article explores how the drive for self-enhancement influences responses to ads depicting images that are self-congruent along the dimensions of femininity and individualism/collectivism. Participants' schematics on the portrayed dimension were found to exhibit higher levels of cognitive self-referencing and positive affect when the ad image was congruent with their ideal self-schemata than when it was not. Greater self-referencing and positive affect were found, in turn, to promote more favorable ad attitudes, thereby resulting in more positive brand attitudes. © 2005 Wiley Periodicals, Inc.