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An integrative model of retail environment, self-congruity, and retail patronage is described in this article. The model develops theoretical propositions for future research to further develop the research in the area of self-image congruence in retailing. In particular, the model postulates relationships among store environment (including store atmospherics), store patron image, shoppers' self-concept, self-congruity, functional congruity, and retail patronage. The model describes the interrelationships among these constructs and proposes certain moderating and mediating effects. Finally, the article describes past and recent efforts in measuring self-congruity and how better measures of self-congruity can be developed and applied in retailing.