Similarity, credibility, and attitude change: A review and a theory

Abstract

Reviews findings from studies (including previously unsummarized "social attraction" research) linking types of source-receiver similarities (attitudinal and membership, relevant and irrelevant), bases for credibility (respect, attraction, trust), and attitude change. Contrary to prevalent formulations, it appears that: (a) certain dissimilarities have positive effects on attitude change; (b) irrelevant similarities have little effect; (c) although attitudinal similarity and attraction are linearly related, attraction may not contribute significantly to attitude change. A theory emphasizing perceived instrumentality of similarity-dissimilarity is offered to account for the findings. (2 p. ref.) (PsycINFO Database Record (c) 2006 APA, all rights reserved). © 1970 American Psychological Association.