When Opposites Attract: Incorporating Trait Complementarity Into the Measurement of Self-Brand Personality Alignment

Maria Karampela, University of Edinburgh, United Kingdom
Angela Tregear, University of Edinburgh, United Kingdom
Jake Ansell, University of Edinburgh, United Kingdom
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.
[ to cite ]:
Maria Karampela, Angela Tregear, and Jake Ansell (2014) ,"When Opposites Attract: Incorporating Trait Complementarity Into the Measurement of Self-Brand Personality Alignment", in NA - Advances in Consumer Research Volume 42, eds. June Cotte and Stacy Wood, Duluth, MN : Association for Consumer Research, Pages: 539-540.