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Self-image and product-image: Compensatory self-incongruity in tourism

Abstract
Prior research demonstrates the influence of self-concept on consumption. The dominant theory is that of self-congruity, a concept that highlights the tendency of people to behave in a way that maintains consistency between their self-image and the product-image of goods and services they consume. This study differs from previous research in that it demonstrates the role of consumption as a means of compensation for people whose self-image is negative, as established by their weak self-esteem, and applies this knowledge to three products related to the tourism industry: restaurants, cultural shows and luxury products (e.g., lavish cruises and prestigious hotels).
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2012
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