Congruence Metrics Generator

Conceptual development:
Michael Bosnjak, Paul Barrett, Sebastian Haier

Technical implementation:
Sebastian Haier, Simone Krug

Hosting provided by:
Free University of Bozen-Bolzano (South Tyrol, Italy) 

Development partly supported by:
University of Mannheim (Germany), Hogan Assessment Systems (Tulsa, OK, USA)

The Congruence Metrics Generator (CMG) is a Web-based tool to calculate different profile similarity metrics. It grew out of research on the self-image congruence theory (see, e.g., Sirgy, 1982; Sirgy et. al, 1997), especially on the so-called indirect, or attribute-based operationalization of self-congruity. Please see below for a list of essential references on self-image congruence theory, and the different approaches measuring self-congruity indirectly.

With CMG, users can (a) upload their own data set containing profile data (e.g., brand personality profile data encompassing five attributes along with consumer profile data on the same five attributes), (b) can optionally specify weights, (c) choose the metrics to be computed, and will then (d) receive their initial data set with the chosen metrics appended.

Besides a set of well-established distance metrics (e.g., City-Block, Euclidean distances, Bray Curtis distance), CMG calculates some advanced coefficients accounting for attribute intercorrelations (e.g. Mahalanobis distances) and computes those accounting for random profile similarity (e.g., Krippendorf alpha coefficients). Moreover, CMG also encompasses Pearson´s r, two intraclass correlation coefficients (ICC2, ICC3), and the Cattell similarity coefficient.

Even if tested thoroughly, CMG is still ´work-in-progress´ and is primarily designed for research purposes. Therefore, the developers would be very glad about any recommendation and/or advice to improve CMG. A feedback form can be found by clicking here.

CMG can be used free of charge at your own risk. If you need tailored consultation service on using the tool, on preparing your own data, or on certain analysis issued, please contact Sebastian Haier for further details. To reach Sebastian, please click here.

To start the Congruence Metrics Generator (CMG), please click here:

References:

Sirgy, M. J. (1982). Self-concept in consumer behavior: A critical review. Journal of Consumer Research, 9, 287-300.

Sirgy, M. J. (1986). Self-congruity: Toward a theory of personality and cybernetics. New York: Praeger.

Sirgy, M. J., Johar, J. S., Samli, A. C. & Claiborne C. B. (1991). Self-congruity versus functional congruity: Predictors of consumer behavior. Journal of the Academy of Marketing Sciences, 19, 363­375.

Sirgy, M. J. & Su, C. (2000). Destination image, self-congruity, and travel behavior: Toward and integrative model. Journal of Travel Research, 38, 340-352.

Sirgy, M. J., Grewal, D., Mangleburg, T. F., Park, J., Chon, K. S., Claiborne, C. B., Johar, J. S. & Berkman, H. (1997). Assessing the predictive validity of two methods of measuring self-image congruence. Journal of the Academy of Marketing Science, 25, 229-241.

Sirgy, M. J., Grewal, D. & Mangelburg, T. (2000). Retail environment, self-congruity, and retail patronage: An integrative model and a research agenda. Journal of Business Research, 49, 127-138.