When opposites attract : incorporating trait complementarity into the measurement of self-brand personality alignment

Karampela, Maria and Tregear, Angela and Ansell, Jake (2014) When opposites attract : incorporating trait complementarity into the measurement of self-brand personality alignment. In: Association for Consumer Research Conference (ACR 2014), 2014-10-23 - 2014-10-26.

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    Abstract

    This study reveals for the first time the existence of a complementarity or 'opposites attract' configuration in self-brand alignment. It also devises an original technique for incorporating complementarity configuration into an alignment measure. Tests reveal the measure compares favourably with existing self-congruence measures in terms of predicting behavioural outcomes.