In consumer behavior, what does "consumption stereotype" mean? and self concept/product image congruency?

i cant find these answers anywhere in books or online, its for a marketing consumer behavior research on motivation research and product image analysis.

In consumer behavior, what does "consumption stereotype" mean? and self concept/product image congruency?
I not totally sure, but I think "consumption stereotype" is when consumers tend to buy products that are not necessarily the best deal. They only buy these products since others are buying them. Or, it appeals to the buyer. For example, a pair of Nike shoes cost $200 compare to equal quality newbalance cost only $50. Even though newbalance would be the best choice, you choose Nike since it appeals to you and others are buying Nike so you don't want to be left out.





"self concept/product image congruency" is basically firms reacting to consumer behavior, which in this case "consumption stereotype". So, firms use much of their capital to improve concept and product image.





I took int' micro last semester, so I'm not totally sure. This is one of those things that prof. says in class, but you can't find it in your book. I hope this helps.