Hi, ggrigo. Here’s the long answer. 
Pheromones are signals you emit (send out) that are received by others. Everyone naturally produces pheromones. In our germ phobic society most of us wash them off, as a matter of course, everyday. However, we have the edge of knowing we can apply synthetic pheromones to enhance us/the pheromones we naturally produce. These pheromonal signals don’t just effect your intended targets/people you want to influence but also anyone else who’s exposed to and in the vicinity of your pherocloud. In other words, pheromones are indiscriminant and you don’t have a choice as to whom is effected.
Pheromones are very subjective as to self effects and effects on others. It varies from person to person and has to do with a number of things like personal chemistry, age, cultural/social influences, the circumstances you’re in, etc. That’s why often instead of getting the response you wanted/expected from the blond hottie you targeted, you find that it’s her brunette winggirl who’s been positively effected and is the one who’s giving you mad IOI’s and instigating kino. That’s the way it happens sometimes and there’s no controlling it.
If you apply a dominant/masculine/charismatic formula like A314 and want to be perceived by others as that image, you need to be that image and “act” the part in order to match the signal you’re sending. That is congruence. In truth you must be the vibe you project or people are confused by the signal you’re sending and you most likely won’t get the response you’re looking for or you’ll “ghost” and be ignored. So it’s important you act accordingly and in relationship to the signals you’re sending.
Projecting an alpha vibe means you must carry the presence/attitude/aura of a leader. You want people to be attracted/receptive to you, so it’s important not to appear so intimidating to the point that you’re unapproachable. If you’re wearing A314 and already on the intimidating side, that means you need to add the proper social pheromones to balance it out.
Here’s an example of what we’re talking about when we refer to “congruence”. You can’t smell him on the screen, of course, but I think you’ll get what I’m trying to point out here. Do you really think Jake Gyllenhaal is Prince of Persia? Of course not, we know he isn’t. Yet, after a few minutes of watching him swash and buckle across the screen, I’m buyin’ it. He was good enough at projecting the essence of the character he was portraying for me to … “suspend my disbelief”… as to who he is IRL. Through his words/appearance/attitude/actions on the screen, he made it work. Therefore, for all intents and purposes, my disbelief was successfully suspended. I bought it. He was no longer Jake Gyllenhaal, he was Prince of Persia. It’s gotta be the total package. If he only looked the part but didn’t act it, he wouldn’t have been believable. 
However, Tom Cruse as the vampire Lestat? Noooo, not by a long stretch. Sorry. That doesn’t mean he’s not a good actor, it just mean he wasn’t good enough to sell himself to me in that particular role. No hit from me. Once again, it’s subjective. He cashed in big with others who just loved him as Lestat, I’m sure. So, while it was T.C.'s intention to project that image to everyone, he didn’t make it in my case. He wasn’t a hit with me. No sale. Try as he did Tommy boy just couldn’t cut it. Unbelievable from my perception. So, as far as I’m concerned, he wasn’t successful and failed with the image he trying to project.
And if being an authoritative/dominant/charismatic leader ain’t you, then you need to find ways to gain/accumulate that confidence with the right tools to help you. Mustang has suggested a book that might help and there’s also other material you can seek out. This forum has some of those tools. Pheromones are tools and when used correctly can give you an advantage in many situations.
Saying just to be more confident isn’t a lot of help. It’s not easy to “just do it” if the behavior doesn’t come naturally. So you have to work at it and it is work, because it doesn’t come naturally and you have to make an effort to do something that takes you outta your comfort zone. That’s OK, it ain’t easy…baby steps. It’s a process like anything else. You need to get your butt in the game and practice in order to get better at it and eventually achieve your goals. Rome wasn’t built in a day. If that behavior doesn’t come naturally, then you need to “act” the part and incorporating pheromones is only part of the equation. It takes a little patience and some time but you gotta saddle up and ride or you’ll never figure it out for yourself. When you fall, dust yourself off and remount!
We already have a sticky thread on congruence in the Pheromone Theory forum. Here’s what members of the forum have to say on the subject. 
https://pheromonetalk.com/t/congruence-whats-that/9805
Also please check out the Studies & Abstracts forum, you’ll find many articles.
https://pheromonetalk.com/t/what-pheromones-can-do-and-what-they-cant-updated/27326
Take some time to read the sticky threads at the top of the men’s forum. A lot of your questions can be answered there.
http://www.pheromonetalk.com/mens-pheromone-advice-tricks-tips/
Bella