Self-Congruity Versus Functional Congruity: Predictors of Consumer Behavior M. Joseph Sirgy Virginia Polytechnic Institute and State University J. S. Johar California State University A. C. Samli University of North Florida C. B. Claiborne James Madison University Four studies were conducted to test the hypothesis that (1) consumer behavior is more strongly predicted by func- tional congruity than by self-congruity, and (2)functional congruity is influenced by self-congruity. The pattern of the results provides support for hypotheses. INTRODUCTION Two common approaches used in explaining and predict- ing brand attitude in consumer research are multiattribute attitude models and self-image congruence models. There are many variations of multiattribute attitude models. Most of them are essentially variations of the expectancy-value model. These include the perceived-instrumentality model (Rosenberg 1956), the belief-evaluation model (Fishbein and Ajzen 1975), the belief-importance model (Bass and Talarzyk 1972; Sheth 1973; Sheth and Talarzyk 1972), the determinant-attribute model (Meyer 1981), the Fishbein- Extended model (Fishbein and Ajzen 1975; Ajzen and Fish- Journal of the Academy of Marketing Science Volume 19, Number 4, pages 363-375. Copyright 9 1991 by Academy of Marketing Science. All rights of reproduction in any form reserved. ISSN 0092-0703. bein 1980), among others (see Wilkie and Pessemier 1973; Lutz and Bettman 1977; and Wildt, Bruno, and Ginter 1981 for comprehensive literature reviews). Common to all mul- tiattribute attitude models is the fact that they usually in- clude only utilitarian or performance-related attributes (and not symbolic or value-expressive attributes) in modeling brand attitude. Although theoretically speaking, multiat- tribute attitude models are designed to include both utilitar- ian as well as value-expressive attributes in modelling and predicting brand attitude, the traditional use of these models have precluded the use of value-expressive attributes. Mod- elling brand attitudes with value-expressive attributes has been mostly the focus of self-image congruence models. Self-image congruence models are based on the notion of the cognitive matching between value-expressive attributes of a given product (brand or store) and consumer self- concept. The models are designed to predict consumer be- havior variables, such as product (brand or store) attitude, intention, behavior, and loyalty (see Sirgy 1982 and 1985a and Claiborne and Sirgy 1990, for comprehensive reviews of the consumer research literature in self-concept). The commonly used self-image congruence models include the actual self-congruity model (e.g., Birdwell 1968; Dolich 1969; Eriksen and Sirgy 1989; Grubb and Stern 1971; Mal- hotra 1981, 1988; Ross 1971; Sirgy 1985b), the ideal self- congruity model (e.g., Eriksen and Sirgy 1989; Lamone 1966; Dolich 1969; Delozier and Tillman 1972; Malhotra 1981, 1988; Ross 1971; Sirgy 1985b), the social self- congruity model (e.g., Maheshwari 1974; Malhotra 1981, JAMS 363 FALL, 1991