Similarity in cognitive complexity and attraction to friends and lovers: Experimental and correlational studies

Abstract OnlyTwo studies are reported examining whether similarities in cognitive complexity foster different forms of interpersonal attraction. Study 1 provided an experimental test of the hypothesis that perceivers would be more attracted to targets with similar levels of complexity than to targets with dissimilar levels of complexity. Participants read interpersonal impressions reflecting low and high levels of cognitive complexity and completed 3 assessments of attraction (social, task, and intellectual) to the source of the impressions. As predicted, there were significant interactions between perceiver complexity and target complexity such that high-complexity perceivers were more attracted to high-complexity targets than were low-complexity perceivers, whereas low-complexity perceivers were more attracted to low-complexity targets than were high-complexity perceivers. Unexpectedly, however, low-complexity perceivers were more attracted to a high-complexity target than a low-complexity target. Study 2 examined the effects of similarities in cognitive complexity on attraction among 126 pairs of dating partners. Partners having similar levels of cognitive complexity expressed significantly greater intellectual attraction to one another than partners having dissimilar levels of cognitive complexity

Moving beyond Goffman: the performativity of anonymity on SNS

Purpose: This paper explores consumer behaviour on the popular anonymous social networking site (SNS) Yik Yak. It examines the reasons behind the turn to anonymous social networking and also considers the ways in which anonymity impacts consumers' self-performances on SNS. Design/methodology/approach: The study used a netnographic approach to explore Yik Yak across eight universities in Ireland and the UK. Data are based on observation and participation on the app. Screenshots on smart phones were the central method used to collect data. Data also included twelve in-depth interviews. Findings: Young consumers are becoming fatigued by the negative effects of self-presentation on many SNS. By enabling consumers to engage in what they consider to be more authentic modes of being and interaction, Yik Yak provides respite from these pressures. Through the structures of its design, Yik Yak enables consumers to realise self-authentication in anonymised self-performances that engender a sense of virtue and social connection. Originality/value: By invoking a performative lens, this paper extends a novel theoretical approach to understandings of identity formation within consumer research. Highlighting anonymity as a dynamic process of socio- material enactments, the study reveals how consumers' self-performances are brought into effect through the citation of various discursive arrangements, which promulgate distinct understandings of authenticity. Practical implications: This research highlights the potential value of anonymous SNS in fostering supportive dialogue, concerning mental health amongst post-millennials