Saubhagya Bhalla

Self-Congruence in Ridesharing: Service-Embedded Products and the Moderating Role of Materialism

This cross-country research examines how congruence with service-embedded products influences consumers’ ridesharing intentions in the U.S. and India. Conceptualizing vehicles as tangible service elements, we position self-congruence as an antecedent condition for service access...