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Attitude Similarity and Attraction

An Impression Management Approach

University of Southern California

Deborah F. Oliver

University of Southern California

By assuming the existence of a rule, or norm, sanctioning the expression of greater liking for similar others than for dissimilar others, it is possible to use an impression management approach to interpret the experimental research on attitude similarity and attraction. This study examined the ways people utilize such a rule when they are given the incentive to create either a positive or negative impression through their attraction responses. Under positive incentive conditions greater liking was expressed for a similar other but, as predicted under negative incentive conditions, greater liking was expressed for a dissimilar other. The study supported the impression management interpretation and also revealed that subjects attempting to create a positive impression and faced with a dissimilar other used the strategy of "damning with faint praise."

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