Perceived Congruence and Incongruence: Toward a Clarification of the Concept, its Formation and Measure

For thirty years, marketing research has regularly integrated the idea of perceived “congruency” in its models. A disparate literature, difficult to organize in a coherent whole, follows from this large number of studies and from the wide variety of fields in which they were carried out: How to define congruency, how does it form itself, and how to measure it? This article aims at gathering, organizing and discussing the answers that can be...