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iNews: ‘Opposites attract’ is a myth: The truth about what brings friends and couples together


A study that found opposites don’t attract, co-authored by Dr David Stillwell, University Lecturer in Big Data Analytics at Cambridge Judge Business School, is featured. “We found that, on self-report questionnaires, couples are no more similar than strangers. But when we measured personality using digital behaviour, couples were far more similar than chance,” he said.

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