The Liking-Similarity Effect: Perceptions of Similarity as a Function of Liking

In these two studies, we examined whether the inferences people make about likable and dislikable targets align with the predictions of balance theory. We hypothesized that people exhibit a liking-similarity effect by perceiving greater similarity with a likable person than a dislikable person. To test this hypothesis, we manipulated the likability of a target person and then assessed participants’ perceptions of similarity to that target person. In both studies, people rated likable others as more similar to themselves than dislikable others across a variety of domains (e.g., attitudes, personality characteristics, behaviors). In Study 2, individual differences in self-concept clarity, self-esteem, and preference for consistency moderated the liking-similarity effect.