The impact of consumer avatars in Internet retailing on self-congruity with brands

Whether a brand’s personality is perceived to fit a consumer’s self-image is often an important determinant of the product’s appeal. This investigation explores the potential to enhance or undermine consumers’ perceptions of how well a brand’s personality matches their view of themselves in an online environment through the presence of similar or dissimilar avatars. Two studies are reported supporting this potential, thereby underscoring both the opportunities and dangers offered by consumer avatars to Internet retailers and marketers.