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

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.



Citation:

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, Stacy Wood, and , Duluth, MN : Association for Consumer Research, Pages: 539-540.

Authors

Maria Karampela, University of Edinburgh, United Kingdom
Angela Tregear, University of Edinburgh, United Kingdom
Jake Ansell, University of Edinburgh, United Kingdom



Volume

NA - Advances in Consumer Research Volume 42 | 2014



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