Three bipolar items measure how similar a consumer sees themselves to the typical person who prefers a particular brand. Lou, Tse, and Lwin (2019) borrowed the scale from Govers and Schoormans (2005), who developed it drawing on Sirgy et al.'s (1997) self-image congruity framework. The scale was used in Study 1 with U.S. (n=215) and Singaporean (n=388) women.
Lou, C., Tse, C. H., & Lwin, M. O. (2019). 'Average-sized' models do sell, but what about in East Asia? A cross-cultural investigation of U.S. and Singaporean women. Journal of Advertising, 48(5), 512–531.
Free access to 2023+ psychometric scales at PsychScales