This research conducts an experiment with 413 samples to show that four self-congruity dimensions have positive effects on the evaluation of newspaper brands as inconspicuous products. Unlike past research on self-congruity with conspicuous products, this research uses an inconspicuous product as an experimental stimulus. Then it reveals that nonsocial-type self-congruity dimensions (i.e., actual and ideal self-congruity) have an impact on brand evaluation as much as social-type self-congruity dimensions (i.e., social and ideal social self-congruity) even when interdependent self-construal is dominant. Furthermore, the relative importance of nonsocial-type self-congruity dimensions (vs. social- type self-congruity dimensions) is more clearly revealed when the response mode of brand evaluation is brand attitude than purchase intention.