Implications for interaction versus effectance as mediators of the similarity-attraction relationship

The rewards of interaction interpretation of the similarity-attraction relationship implies that this relationship should be stronger when similarity has stronger implications for the quality of interaction. In contrast, the reinforcement-affect (D. Byrne & G. L. Clore, Journal of Personality and Social Psychology 1967, 6(Whole No. 638)) interpretation suggests that similarity should affect attraction most for characteristics that are most “important” to the perceiver. Three experiments tested these predictions. In Experiments 1 and 2, subjects rated eight strangers who were similar or dissimilar with respect to four opinion categories. With item importance held constant, the magnitude of the similarity-attraction relationship was greater for opinion categories with greater implications for interaction. In Experiment 3, item sets were constructed using subjects' own ratings of item importance and of amount of information conveyed about interaction. The magnitude of the similarity-attraction relationship was significantly related to the interaction ratings of item sets, but not to their importance ratings. The meaning of the concept of item “importance”, and the potential of the rewards of interaction formulation for generation of research are discussed.