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

Maria Karampela; Angela Tregear; Jake Ansell

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

Maria Karampela
, Angela Tregear
, Jake Ansell

Marketing

Research output: Contribution to conference › Paper › peer-review

179 Downloads (Pure)

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.

Original language	English
Publication status	Published - Oct 2014
Event	Association for Consumer Research Conference (ACR 2014) - Baltimore, United Kingdom Duration: 23 Oct 2014 → 26 Oct 2014

Conference

Conference	Association for Consumer Research Conference (ACR 2014)
Country/Territory	United Kingdom
City	Baltimore
Period	23/10/14 → 26/10/14

UN SDGs

This output contributes to the following UN Sustainable Development Goals (SDGs)

SDG 12 Responsible Consumption and Production

Keywords

self-brand alignment
complementarity
consumer behaviour

Access to Document

Karampela-etal-ACR2014-incorporating-trait-complementarityAccepted author manuscript, 186 KB

Cite this

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

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.",

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author = "Maria Karampela and Angela Tregear and Jake Ansell",

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T2 - Association for Consumer Research Conference (ACR 2014)

AU - Karampela, Maria

AU - Tregear, Angela

AU - Ansell, Jake

PY - 2014/10

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N2 - 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.

AB - 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.

KW - self-brand alignment

KW - complementarity

KW - consumer behaviour

UR - http://www.acrweb.org/acr/Public/index.aspx

M3 - Paper

Y2 - 23 October 2014 through 26 October 2014

ER -

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

Abstract

Conference

UN SDGs

Keywords

Access to Document

Other files and links

Fingerprint

An investigation of patterns of self-brand personality alignment (PhD Research Funding Award: Principal's Career Development Scholarship, University of Edinburgh)

Cite this

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

Abstract

Conference

UN SDGs

Keywords

Access to Document

Other files and links

Fingerprint

Projects

An investigation of patterns of self-brand personality alignment (PhD Research Funding Award: Principal's Career Development Scholarship, University of Edinburgh)

Cite this