THE IMPORTANCE OF SELF IMAGE, IMAGE CONGRUENCE AND ALLIGNMENT A survey of women in the USA found that a staggering 91% were not happy with their body. It was thought that this was in part due to an observation that only 5% of women have a body type considered consistent with that promoted in American […]

THE IMPORTANCE OF SELF IMAGE, IMAGE CONGRUENCE AND ALLIGNMENT A survey of women in the USA found that a staggering 91% were not happy with their body. It was thought that this was in part due to an observation that only 5% of women have a body type considered consistent with that promoted in American media. I imagine that for many this finding is not surprising. What might be surprising however is the impact that self-image – real or ideal – has on consumer behaviour and in particular purchase behaviour and brand loyalty. Self-image real and ideal is a major influencer and driver of consumer behaviour. Indeed, if it were not there would be little point in branding. Developing a brand is all about developing a brand image that aligns with the self-image of individuals within the target market. Research has shown time and again that: The alignment of self-image…