Actual self-concept versus ideal self-concept An examination of image congruence and consumers in the health club industry

Purpose - The purpose of this research is to investigate the extent to which actual and ideal self-congruities (image) are associated with health club patronage, a conspicuous consumption situation. Previous studies which have examined the applicability of the image congruence hypothesis to consumer behavior have scarcely examined its effect in the services industry. An integrative model of self-concept, self-congruity and health club image provides the foundation for hypotheses development. Design/methodology/approach - A survey-based methodology was employed in the current investigation, as paper-and-pencil surveys were administered on-site at several local health clubs and an on-line version of the questionnaire was made available to college students. Findings - Consumers' actual self-image, rather than ideal self-image, was more strongly associated with their perception of their health club's brand image and, thus, served as a stronger indicator of health club patronage. Practical implications - Health club members exhibited a greater tendency to match the image they currently held of themselves with the brand image of their patronized health club. Health clubs would do well to develop and promote a brand image that is aligned more closely with members' actual self-images rather than attempting to develop a brand image that correlates more strongly to members' idealized self-images. Originality/value - The current investigation evidences the applicability of the image congruence hypothesis to a particular service product that has not been examined in prior image congruence studies.