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. Advances in Consumer Research, 42. pp. 539-540. ISSN 0098-9258

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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.