Effects of excessive similarity feedback on subsequent mood, pursuit of difference, and preference for novelty or scarcity

Abstract

Extended H. L. Fromkin's (see PA, Vols 45:4088 and 51:1076) studies, which asserted that excessive similarity of oneself to others will be negatively interpreted and, therefore, will result in a greater seeking of differences to maintain one's individuality. The present author tested the following hypotheses: Ss who received extreme similarity feedback would (a) feel a stronger negative mood, (b) more strongly desire to be different, and (c) more strongly prefer novel or scarce experiences and commodities to familiar or plentiful ones, as compared to Ss who received moderate similarity feedback. 32 male undergraduates received bogus test results describing them as either moderately or extremely similar to other participants who had taken the same test. After receiving the feedback, Ss had a chance to report their mood, desire to be different, and preferences for psychedelic experiences and commodities that were systematically manipulated to be high or low in novelty and unavailability. Hypotheses (a) and (b) were confirmed, but Hypothesis (c) was not supported, despite the successful novelty and scarcity manipulations. The significance of the present modification in the manipulation of similarity feedback is discussed in terms of explaining the inconsistency of results between the previous studies and the present research. (7 ref) (PsycINFO Database Record (c) 2016 APA, all rights reserved)