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)