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

Maria Karampela, Angela Tregear, Jake Ansell

Research output: Contribution to conferencePaperpeer-review

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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.
Original languageEnglish
Publication statusPublished - Oct 2014
EventAssociation for Consumer Research Conference (ACR 2014) - Baltimore, United Kingdom
Duration: 23 Oct 201426 Oct 2014


ConferenceAssociation for Consumer Research Conference (ACR 2014)
Country/TerritoryUnited Kingdom


  • self-brand alignment
  • complementarity
  • consumer behaviour

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