Self/Brand Incongruity

What it measures

A seven-item Likert-type scale designed to measure the degree to which a person wants to avoid being identified with a certain brand.

Response format

7-point scale

Scale items

• I dislike the name associations of this product.
• I want to avoid being associated with this product.
• This product reflects who I do not want to be.
• I would avoid identifying with this product.
• This product reflects who I am. (r)
• I can identify with this product. (r)
• I feel a personal connection to this product. (r)

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

Usage notes & scoring

Internal consistency (alpha = .80) was reported in the primary study. Formal validity assessment was not reported by the original authors.

Citation

White, Katherine and Darren W. Dahl (2007), “Are All Out-Groups Created Equal? Consumer Identity and Dissociative Influence,” Journal of Consumer Research, 34 (4), 525-536.

Keywords