Personality matches are used across a number of domains:

  • Predictor of successful marriages (Udry, 1967)
  • Social media-predicted personality traits and values can help match people to their ideal jobs (Kern, McCarthy, Chakrabarty, & Rizoiu, 2019)
  • Consumers relate to brands in the same way as they relate to other people, and even form relationships with them (Fournier, 1998)
  • Consumer-Brand identification – consumers identify brands that they believe have similar personalities to themselves (Tildesley & Coote, 2009)
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