Interpersonal Attraction as it Relates to Online Marketing
Transcript of Interpersonal Attraction as it Relates to Online Marketing
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Interpersonal AttractionLiking, Friendship, Love,
Commitment
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Interpersonal AttractionTwo people meet. What predicts whether they will like each other?
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The Social Psychology of First Impressions
• Propinquity effect– The more we see and interact with
people, the more likely they are to become our friends
– Familiarity leads to liking
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Mere Exposure• Zajonc
• Mere exposure familiarity liking– Cross et al. (1967)
Mozart Schoenberg No music
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Mere Exposure, Mita et al. (1977)
Which picture of Colin Farrell do you like the most?
Which picture of Natalie Portman do you like the most?
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Similarity Leads to Liking• Basic Paradigm• Need for Uniqueness vs. Complementarity
Birds of a feather flock together… Opposites attract?OR
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Attractiveness Matters
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Physical Attractivenesshttp://www.beautycheck.de/english
Females: slightly bigger distance of eyes, narrower nose
Males: upper half of the face broader in relation to the lower, prominent lower jaw, prominent chin
“Sexy” “Unsexy”
Both sexes: Darker skin, narrower face, less fat, fuller lips, darker narrower eye brows, more and darker eye lashes, higher cheek bones
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Babyfaceness
Baby face features: Large head, large curved forehead, eyes, nose, and mouth located relatively low on the face, large round eyes, small short nose, round cheeks, small chin
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Averaging attractiveness(Langlois & Roggmann, 1990)
+ =
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Averaging attractiveness
4 faces 8 faces 16 faces 32 faces
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Physical Attractiveness Leads to Liking• Beauty leads to Liking
Dion (1972) Attractiveness matters, especially with a severe act
Clifford & Walster (1973) Cute kids thought to have brighter future
Landy & Sigall (1974) Cute woman received a better grade for a bad essay
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Liking leads to Perceived BeautyNisbett & Wilson (1977)
% Who Found Teacher Attractive
Unlikeable Likeable
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Do We Like Those Who Reward Us?
• Social Exchange Theory• We like people who reward us the most• Explains why we like similar others• Comparison level• Comparison level for alternatives
• Problems• Can be circular• Aronson Gain-Loss Model of Liking
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Aronson & Linder (1965)
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Do We Prefer Equity in Friendships?
• Equity Theory– We like people the most when what we put into
a relationship equals what we get in return– No imbalance in rewards and costs
• Exchange vs. Communal Relationships• Exchange: Relationships governed by need for
equity• Communal: Relationships in which people’s
primary concern is being responsive to the other person’s need
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Summary: How to Get Someone to Like You
• Propinquity (Familiarity)
• Similarity
• Physical Attractiveness
• Credible Rewards (insult first?)
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Close Relationships and LoveWhat determines whether two people will fall
in love and stay together?
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Evolutionary Psychology• Mate preferences are the result of
natural selection (Buss, 1989)• “Fitness”
– Measured by reproductive success/ability to pass on genes to the next generation
• Based on principle of natural selection
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Key to reproductive success MEN
• Pursue frequent pairing with many women
• Father children with many different women
• Few costs for reproduction
• Attracted by women’s appearance
WOMEN
Pair infrequently with a carefully chosen male
Invest in one partner
Reproduction is costly (time, energy, effort)
Attracted by men’s resources
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Evidence for Evolutionary View In some studies…
Men value physical attractiveness and youth more than women do
Women value economic success and social standing more than men do
Men are threatened if they can’t tell paternity
Women are threatened if they can’t ensure resources
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Personal ads• Look for…
– Men advertising resources; Women seeking resources
– Women advertising attractiveness; Men seeking attractiveness
– People looking for similar partners
– What might we expect to see in same sex couples?
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Testing the Evolutionary View
Double shot hypothesis (DeSteno & Salovey, 1996)
Emotion and sex aren’t mutually exclusive Women are interpreting the question differently
than men
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The Controversy• Untestable
• Role of socialization
• Men and women rate the same attributes for a mate as most important– Honesty– Trustworthiness– Pleasant personality
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Evidence Against Evolutionary View
Because a behavior is common does not mean that it is genetically determined 99% of people in Finland are Lutherans, is
there a “Lutheran gene”? Considerable variation in men and
women’s mate preference, not all studies support Buss
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Evidence Against Evolutionary View
Social power explanation Because women have less power in many
societies, they value social success more In societies with more equal power, women are
more apt to value physical attractiveness
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Close Relationships and Love• Attachment Theory (Bowlby, Ainsworth)
– Secure– Avoidant– Anxious/ambivalent
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Which statement best describes how you typically feel in romantic relationships?
A. I find it relatively easy to get close to others and am comfortable depending on them and having them depend on me. I don't often worry about being abandoned or about someone getting too close to me.
B. I am somewhat uncomfortable being close to others; I find it difficult to trust them completely, difficult to allow myself to depend on them. I am nervous when anyone gets too close, and often, love partners want me to be more intimate than I feel comfortable being.
C. I find that others are reluctant to get as close as I would like. I often worry that my partner doesn't really love me or won't want to stay with me. I want to merge completely with another person, and this desire sometimes scares people away.
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Hazan & Shaver study• I find it relatively easy to get close to others and
am comfortable depending on them and having them depend on me. I don't often worry about being abandoned or about someone getting too close to me.
Type H & Z
Secure 56% of adults
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Hazan & Shaver study• I am somewhat uncomfortable being close to
others; I find it difficult to trust them completely, difficult to allow myself to depend on them. I am nervous when anyone gets too close, and often, love partners want me to be more intimate than I feel comfortable being.
Type H & Z Avoidant 25% of adults
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Hazan & Shaver study• I find that others are reluctant to get as close as I
would like. I often worry that my partner doesn't really love me or won't want to stay with me. I want to merge completely with another person, and this desire sometimes scares people away.
Type H & Z Anxious/Ambivalent 19% of adults
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Fourth type of attachment• Disorganized/Disoriented
• Alternates between seeking proximity and avoiding caregiver
• Caregiver has unresolved, incoherent feelings about the relationship
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Sociosexual Orientation Inventory (Simpson & Gangestad, 1991)
1. With how many different partners have you had sex (sexual intercourse) within the past year? _____
2. How many partners do you foresee yourself having sex with during the next 5 years? (Please give a specific, realistic estimate): _____
3. With how many partners have you had sex on one and only one occasion? ____
4. How often do you fantasize about having sex with someone other than your current dating partner? (circle one)
5. Sex without love is OK
6. I can imagine myself being comfortable and enjoying “casual” sex with different partners.
7. I would have to be closely attached to someone (both emotionally and psychologically) before I could feel comfortable and fully enjoy having sex with him or her
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Sociosexual Orientation Inventory (Simpson & Gangestad, 1991)
Range Mean
Women in study 10-172 38.9
Women in this class
Women vs. Men (class): t ( )= , p =
Men in study 11-216 68.5
Men in this class
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Does Attachment Classification Predict Sexual Behavior/Intention?
Attachment Category Sociosexual Orientation Score
Secure 71.77
Avoidant 87.86
Anxious/Ambivalent 63.50
Differences between attachment categories: p = .
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Females Only
Attachment Category Sociosexual Orientation Score
Secure 49.75
Avoidant 77.00
Anxious/Ambivalent 55.00
Differences between attachment categories: p = .
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Males Only
Attachment Category Sociosexual Orientation Score
Secure 107.00
Avoidant 102.33
Anxious/Ambivalent 70.00
Differences between attachment categories: p = .
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Close Relationships:Friendship vs. family vs. love
• Friendship– Emphasis on confiding and self-disclosure – Includes egalitarian and cooperative norms
• Friendship across time (in North America)– Childhood friends: play, share, and don’t hit– College friends: hang out, help, don’t betray– Adult friends: fewer friends and more
relationships that are not as intimate or important
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Close Relationships:Friendship vs. family vs. love
• Family– Clear authority relationships, communal
sharing
– Likely provide concrete assistance
• Romantic Love– Strong feelings, interdependent behavior,
committed intent
– Involve passion and exclusivity
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Investment Model of Relationship Commitment
• Satisfaction with Relationship
• Level of Investment
• Quality of Alternatives
Why do People Stay in Abusive Relationships? (Rusbult & Martz, 1997)– Satisfaction?– Investment?– Alternatives?
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Investment Model of Commitment
Stability of Relationship
Commitment to Relationship
Satisfaction with
Relationship
Level of Investment in Relationship
Quality of alternatives to Relationship
Rewards
Costs
Comparison
Level
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Ending Intimate Relationships
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The Process of Breaking Up• Destructive behaviors
– Actively harming relationship
– Passively allowing relationship to deteriorate
• Constructive behaviors– Actively trying to improve the relationship
– Passively remaining loyal to the relationship
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Healthy Relationship Wheel
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Healthy Relationship Wheel
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Abusive Relationship Wheel
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Abusive Relationship Wheel
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Cycle of ViolenceTension Phase:
Stress builds, communication breaks down
“Minor” abuse, intensity increases
Friends/family denies, minimizes, blames external factors
Victim senses growing danger
Lasts weeks -months
Crisis Phase:
Anxiety extremely high
Major, uncontrolled violence, serious
injuries, death
Abuser blames victim
Victim accommodates for survival, may isolate,
collapse emotionally
Lasts 2-72 hours
Calm Phase:
Abuser remorseful, seeks forgiveness, may be display
loving behavior
Victim worn down, accepts promises, gifts, survives via
denial and negotiation
Calm Phase cont’d:
Friends/family want to believe abuse won’t occur again
Lasts days-weeks
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Physicalpushing punching slapping kicking throwing objects choking using weapons homicide/suicide
Emotional/Verbalname calling criticizing minimizing ignoring yelling isolating humiliation victim suicide
Sexualunwanted touching sexual name calling infidelity false accusations forced/hurtful violent rape
Continuum of Violence