People prefer brands whose perceived image reflects their own psychological profile, a finding referred to as the self-brand congruity effect. For the first time, we test this effect in the field by utilizing over 17,000 real bank transaction records (Study 1, N = 405). We demonstrate that the strength of self-brand congruity is related to the financial resources a person must spend to acquire the brand, such that the effect holds only when the brand being purchased has a high (vs. low) price. We conceptually replicate the effect (Study 2, N = 354) and provide causal evidence through an experiment (Study 3, N = 404), manipulating price and brand personality while holding other brand attributes constant. We also provide evidence for one psychological mechanism underlying why price moderates self-brand congruity, finding personality-matched brands elicit fewer concerns about postpurchase regret, a bigger risk for high-price brands (Study 4, N = 300).

人们更喜欢感知形象反映他们自己心理特征的品牌，这一发现被称为自我品牌一致性效应。我们第一次通过使用超过 17,000 条真实银行交易记录（研究 1，N = 405）在现场测试这种效果。我们证明自有品牌一致性的强度与一个人为获得品牌必须花费的财务资源有关，因此只有当购买的品牌价格高（相对于低）时，这种效果才会有效。我们从概念上复制了效果（研究 2，N = 354）并通过实验提供了因果证据（研究 3，N= 404），操纵价格和品牌个性，同时保持其他品牌属性不变。我们还提供了一种心理机制的证据，证明了为什么价格会缓和自有品牌一致性，发现个性匹配的品牌引起对购买后后悔的担忧较少，而高价品牌的风险更大（研究 4，N = 300）。