O'Reilly logo

Growing Your Business by Scott Shane, Robert Baron

Stay ahead with the world's most comprehensive technology and business learning platform.

With Safari, you learn the way you learn best. Get unlimited access to videos, live online training, learning paths, books, tutorials, and more.

Start Free Trial

No credit card required

Similarity Versus Complementarity: Know Thyself

It is a basic fact of life that people feel most comfortable with, and tend to like, others who are similar to themselves in various ways.1 In fact, a very large body of evidence points to two intriguing conclusions regarding the appeal of similarity: (a) almost any kind of similarity will do—similarity with respect to attitudes and values, demographic factors (e.g., age, gender, occupation, or ethnic background), shared interests—almost anything; and (b) such effects are both general and strong. For example, similarity has been found to influence the outcome of employment interviews and performance ratings: In general, the more similar job applicants are to the people who interview them, the more ...

With Safari, you learn the way you learn best. Get unlimited access to videos, live online training, learning paths, books, interactive tutorials, and more.

Start Free Trial

No credit card required