ABSTRACT
Introduction The primary focus of this chapter is the interaction between consumers’ views of themselves and their use of fashion products and brands as symbols to enhance these views, and more specifically the ‘non-choice’ or avoidance of other products, and the relationship of these products (or brands) with the self. In its discussion of the self-congruency theory, this chapter primarily concentrates on the purchase of clothing brands, the choice of fashion retailers and the selection of images in accordance with views of the self. However, the theory and ideas put forward are of high relevance to any product or product category which can be considered to be high in symbolic meaning. Initially, existing literature concerning symbolic consumption, the self-concept and congruency theory will be outlined and useful references will be provided for those of you who would like to read more fully around the areas. This will be followed by a discussion of the negative aspects of symbolic consumption and a consideration of the influence of negative selves on consumption decisions.
