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Research supporting the self-congruity model has been reported by Birdwell 2, Grubb and Hupp 5, and Dolich 3. However, the model has been rejected as a model of primary demand by Hughes and Naert 6. Recently, Green, Maheshwari, and Rao 4 questioned its appropriateness to studies of brand demand. The latter stimulated us to question two concepts central to the model-self-image and congruence toward equilibrium. In this study, self-image is questioned on empirical grounds by subjecting to further analysis data collected for the Hughes and Naert study; congruence is challenged on theoretical grounds, and models of buyer behavior are suggested.
Hughes et al. (Mon,) studied this question.