Self-congruity theory explains consumer behavior by focusing on the match between a consumer’s self-concept and the symbolic image of a product, brand, or store. Originally developed by Sirgy (1982), the theory posits that individuals hold multiple self-concepts (e.g., actual, ideal, social), and that consumption choices are partly motivated by the desire to maintain, enhance, or express these self-views. When a brand’s image is perceived as congruent with a salient self-concept, the brand is evaluated more favorably and is more likely to be chosen.

At the core of the theory lies the assumption that products and brands carry symbolic meanings that can be interpreted as personality-like images. Consumers compare these images with their own self-perceptions through a cognitive matching process, which then generates affective responses. Sirgy (1985) distinguished several forms of self-congruity that remain central in the literature. Actual self-congruity refers to the match between the brand image and how consumers see themselves. Ideal self-congruity captures the match with how consumers would like to see themselves. Social self-congruity reflects perceived congruence with how consumers believe they are seen by others, while ideal social self-congruity concerns how they would like to be seen by others. Empirical research suggests that the relevance of each type of self-congruity depends on context, product category, and consumption goals.

Self-congruity theory is not purely affective. It integrates cognitive evaluations of symbolic fit with emotional outcomes such as satisfaction, attachment, and pride. Subsequent refinements emphasized that self-congruity does not operate in isolation but interacts with functional evaluations of product performance. A favorable symbolic match can enhance attitudes and intentions even when functional attributes are held constant, although functional inadequacy may constrain the effect (Sirgy et al., 1997). The theory is conceptually related to, but distinct from, brand personality, as self-congruity focuses on the perceived match between consumer identity and brand image rather than on trait attribution alone (Aaker, 1997).

In marketing and advertising, self-congruity theory provides a framework for understanding brand preference, loyalty, and communication effectiveness. Brands that successfully project a clear and consistent image allow consumers to use them as identity-signaling devices. Empirical studies show that self-congruity positively influences brand attitudes, emotional attachment, and loyalty, particularly in categories with high symbolic value (Helgeson & Supphellen, 2004). In advertising, messages that highlight lifestyles, values, or user imagery aligned with the target audience’s self-concept tend to be more persuasive than purely informational appeals (Aguirre-Rodriguez et al., 2012). From a strategic perspective, the theory encourages managers to design brand positioning and communications that resonate with consumers’ identities, while remaining attentive to the boundary conditions imposed by functional performance and situational factors.

References

Aaker, J. L. (1997). Dimensions of brand personality. Journal of Marketing Research, 34(3), 347–356.

Aguirre-Rodriguez, A., Bosnjak, M., & Sirgy, M. J. (2012). Moderators of the self-congruity effect on consumer decision-making: A meta-analysis. Journal of Business Research, 65(8), 1179–1188.

Helgeson, J. G., & Supphellen, M. (2004). A conceptual and measurement comparison of self-congruity and brand personality: The impact of socially desirable responding. International Journal of Market Research, 46(2), 205–233.

Sirgy, M. J. (1982). Self-concept in consumer behavior: A critical review. Journal of Consumer Research, 9(3), 287–300.

Sirgy, M. J. (1985). Using self-congruity and ideal congruity to predict purchase motivation. Journal of Business Research, 13(3), 195–206.