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.

[thumbnail of Karampela-etal-ACR2014-incorporating-trait-complementarity]
Preview
 PDF. Filename: Karampela_etal_ACR2014_incorporating_trait_complementarity.pdf
Accepted Author Manuscript
Download (190kB)| Preview

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.

ORCID iDs

Karampela, Maria ORCID logoORCID: https://orcid.org/0000-0002-5975-4531, Tregear, Angela and Ansell, Jake;
CORE (COnnecting REpositories)