미래산업연구소.

Chronic or situational self-construal moderates the effects of four self-congruity dimensions (i.e., actual, ideal, social, and ideal social self-congruity) on brand evaluations. Past research has mainly focused on the actual and ideal self-congruity effects; these effects have been found to be stronger than the social and ideal social self-congruity effects. However, the findings of the past researches are based on samples from individualistic cultures. Individualists have a dominant independent self-construal. Two experiments are conducted to show that the social and ideal social self-congruity effects are stronger than the actual and ideal self-congruity effects for individuals with a dominant interdependent self-construal. This research documents the importance of the social and ideal social dimensions in self-congruity research.