Romantic Partner Brand Preference Compatibility

What it measures

Three items measure the extent to which a person believes their brand preferences align with those of their romantic partner. Brick et al. (2018) used the scale as a manipulation check in Study 2, recruiting 415 U.S. MTurk participants who were in relationships of at least six months and cohabiting for at least three months. The scale appears to have been created by the authors.

Response format

7-point Likert (anchors likely strongly disagree/strongly agree; not explicitly stated)

Scale items

• My partner and I like the same brands.
• My partner and I are very compatible in our brand preferences.
• My partner and I have similar brand preferences.

Full scale items shown. Always cite the original source when using this scale in research.

Usage notes & scoring

Successful manipulation provides limited evidence of predictive validity. Response anchors were not explicitly stated; agree/disagree format was indicated by the authors. Validity was not discussed.

Citation

Brick, D. J., Fitzsimons, G. M., Chartrand, T. L., & Fitzsimons, G. J. (2018). Coke vs. Pepsi: Brand compatibility, relationship power, and life satisfaction. Journal of Consumer Research, 44(5), 991–1014.

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