Congruence (Self with Message)

What it measures

A five-item scale measuring the degree to which a specific piece of content or message aligns with a consumer's identity and how they wish to present themselves to others. Items contain a blank for the content type and assess identity expression potential, consistency with desired self-presentation, personal identification, what the content communicates about the respondent to others, and self-reflective resonance.

Response format

7-point Likert

Scale items

• Passing along this _____ would communicate who I am.
• This _____ is consistent with how I want to present myself to others.
• I can identify with this _____.
• My reaction to this _____ would tell others something about me.
• This _____ reflects who I consider myself to be.

Full scale items shown. Always cite the original source when using this scale in research.

Usage notes & scoring

FILL-IN-THE-BLANK FORMAT: Blanks should be replaced with the content type being evaluated (e.g., 'article', 'video', 'post'). Single alpha: α = .946 — Styvén, Mariani & Strandberg (2020; n = 213). VALIDITY: CFA provided convergent and discriminant validity evidence. Same paper as Attitude Toward Sharing the Information (ATSI, ID 2083). Companion to Congruence (Self with Ad) (CSAD, ID 2122).

Recommended companion scales

Citation

Styvén, Maria Ek, Marcello Mariani, and Christina Strandberg (2020). Online place branding: Do digital media skills matter? Journal of Business Research, 119, 540–550.

Keywords