In this article, the authors investigate whether the fit between consumers' image and the image of an innovation, commonly referred to as image congruence, has an impact on customers' attitudes toward innovative services as well as the intention to use these new services. Moreover, situational influences (i.e., private vs. public, and friends vs. colleagues) are examined. The results of the two experiments show that not only does image congruence have a significant impact on consumer attitudes and the adoption decision, but there is also an interaction between image congruence and the consumption situation. Contrary to the authors' expectations, consumers with low image congruence are influenced more by their surroundings than consumers with high image congruence. It seems that as long as the fit between the consumer's self-image and the service image is high, signals from the consumer's environment are overruled. © 2005 Sage Publications.