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

Maria Karampela, Angela Tregear, Jake Ansell

Research output: Contribution to journalArticlepeer-review


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
Pages (from-to)539-540
Number of pages2
JournalAdvances in Consumer Research
Publication statusPublished - Oct 2014


  • self-brand alignment
  • consumer behaviour
  • complementarity

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