THE DEVELOPMENT OF A MEASURE OF PERCEIVED HOMOPHILY IN INTERPERSONAL COMMUNICATION

This paper reports the development of a measure of perceived homophily. In both an initial investigation and in four subsequent studies employing samples from diverse populations, four dimensions of response were observed. These dimensions were labeled Attitude, Morality, Appearance, and Background. Additional results indicated that opinion leaders are perceived as more homophilous than non-opinion leaders on the dimensions of Attitude, Morality, and Background. The scales found to measure these dimensions are suggested for consideration by researchers concerned with homophily or interpersonal similarity in human communication.