Self-Concept, Product Involvement, and Responses to Self-Congruent Advertising

Fei Xue, University of Southern Mississippi
Joseph E. Phelps, University of Alabama


This study examines the influence of self-congruity and product involvement on advertising responses. In addition to three traditional advertising responses, attitude-toward-the-ad, brand interest, and purchase intention, this study also examines participants' affective responses (arousal and valence) and their relationships with other advertising responses. The results indicated that while a higher degree of product involvement generated more positive responses toward the product information, within the same product category participants reported more positive emotional responses, more positive attitude-toward-the-ad, stronger brand interest, and stronger purchase intention toward self-congruent brands. Valence and arousal were found to be significantly correlated with attitude-toward-the-ad, brand interest, and purchase intention.