This paper includes a review of literatures of psychology and marketing, points out attachment theory, brand relationship and self-congruence theory as theoretical basements of brand attachment.
Finally, there is significant difference of adolescent 'self consistency and congruence whether in Internet addiction or not. The source of difference comes from inconsistency in self and experience.
As an emotional capacity, meta-emotion is important on maintaining self-consistency and congruence, promoting social adaptation and enhancing the individual's mental health.