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Romantic Partner Brand Preference Compatibility

RPBPCPerceived similarity between oneself and one's romantic partner in brand preferences
3 items 2018 α .95 Free Brick, D. J., Fitzsimons, G. M., Chartrand, T. L., & Fitzsimons, G. J.

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.

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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