Can Bad Be Good? The Attraction of a Darker Self

To avoid threats to the self, people shun comparisons with similar-yet immoral, mentally unstable, or otherwise negatively viewed-others. Despite this prevalent perspective, we consider a contrarian question: Can people be attracted to darker versions of themselves? We propose that with self-threat assuaged, similarity signals self-relevance, which draws people toward those who are similar to them despite negative characteristics. To test this general idea, we explored a prevalent context that may offer a safe haven from self-threat: stories. Using a large-scale proprietary data set from a company with over 232,000 registered users, we demonstrated that people have a preference for villains-unambiguously negative individuals-who are similar to themselves, which suggests that people are attracted to such comparisons in everyday life. Five subsequent lab experiments (N = 1,685) demonstrated when and why similarity results in attraction toward-rather than repulsion from-negative others.