Salience of similarity awareness and attraction: A comparison of balance vs reinforcement predictions.
Reinforcement and balance theory are both viable explanatory contenders for attraction processes. Differential predictions were derived and tested. Ss rated their attraction toward five strangers who were .00, .25, .50, .75, or 1.00 similax in attitudes. Half of the Ss rated perceived similarity to the strangers prior to making the attraction ratings (similarity]then liking condition) and the other half rated attraction prior to similarity ratings (liking/then similarity condition). Balance theory would predict an interaction between order of rating conditions and proportion of similar attitudes in determining attraction. Results showed that the only significant effect was due to proportion of similar attitudes. Factor analyses of the rating data showed that attraction and similarity ratings loaded on different factors. This result indicates that perceived similarity does not necessarily mediate attraction. Trend analyses suggested that the reverse may hold to some extent; perception of attraction may partially determine perceived similarity. This result suggests that a restricted balance model may be viable. However, the preponderance of the evidence supported reinforcement theory.
Department of Psychology, Kent State University, 44242, Kent, Ohio.
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Hendrick
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Seyfried