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Abstract The objective of this research is to test the theoretical conceptualizations of the self – the malleable self‐concept – by examining the interplay of brand personality and social situation in determining brand preference and evaluation. This research also aims to assess the moderating influence of self‐monitoring in the relationship. Two experimental studies were conducted in Korea. Findings suggest that the congruency of brand personality traits and social situations leads to a more positive brand attitude. This research also supported theory‐based interactions in which situation congruity was enhanced for high versus low self‐monitors. Copyright © 2011 John Wiley & Sons, Ltd.
Yongjun Sung (Sat,) studied this question.