Changes in liking as a function of the magnitude and affect of sequential evaluations

Abstract

A study was conducted to test derivations from the gain-loss model of interpersonal attraction (Aronson & Linder, 1965). In brief, liking change was examined within negative-positive and positive-negative sequences that consisted of evaluations differing in magnitude. The results confirmed gain-loss derivations in both sequences where evaluations of minor importance were followed by evaluations of major importance (a negative-positive sequence induced increases in liking, a positive-negative sequence induced decreases in liking); supportive results were also found in one major-minor sequence. A major negative-minor positive sequence produced increases in liking but the major positive-minor negative sequence did not produce decreases in liking. The increase in liking in the former (−−/+) sequence was significantly greater than the decrease (or lack thereof) in the latter (++/−) sequence (t = 3.70). In addition, the final liking ratings showed that a positive-negative sequence induced greater liking than a negative-positive sequence (F = 7.30) rather than the reverse as the gain-loss model predicts. The results were discussed in terms of the limits they suggested for the gain-loss model.