Cognitive complexity and the similarity-attraction paradigm

Abstract

The study investigated the role of cognitive complexity as a moderator of the similarity-attraction relationship described by Byrne (1971). Subjects conducted face-to-face interviews with confederates who played roles as job applicants. Similarity-dissimilarity was manipulated by the confederate roles, as well as by the information given the subjects in accordance with the procedures described by Byrne (1971). The situation was viewed as one in which judgments were made about a complex, multidimensional stimulus. Information received about another person in an interview setting was viewed as consisting of different dimensions to be assessed by the perceiver. The hypothesis was tested and confirmed that cognitively complex judges were more likely than simple judges to perceive and evaluate similarity/dissimilarity in others. Thus, complex judges evaluated similar applicants more positively than dissimilar applicants, while no differences were found for simple judges. Cognitive complexity thus appears to moderate the “Law of Attraction” described by Byrne (1971).