Proximity and Similarity as Determinants of Impression Change

In a study to extend the theory of cognitive dissonance into the area of person perception, 108 male freshmen dormitory students were led to believe that they either would or would not be sharing a room in the future with a negative other. They were also informed that they were either low, moderate, or high in similarity to this negative other. The major response measure was the extent to which the negative first impression changed in a more positive direction. A 2 × 3 ANOVA showed that both the proximity and similarity manipulations had the predicted effect. However, the trend in similarity was not linear, as hypothesized. Similarity was also found to be a more salient source of dissonance than proximity.