Abstract
The asymmetrical effects of similar and dissimilar attitude on interpersonal attraction were investigated in four studies. First two studies suggested that the effect of dissimilarity was stronger than that of similarity, and the remaining two studies revealed that this negativity effect occurred not in integration but in valuation processes. These results supported the hypothesis that the negative evaluations were generally more polarized than the positive ones but were hidden under the different intervals between positive and negative scales. As bipolar rating scales seem to be inappropriate for comparing the positive and negative evaluations, the principle of neutralization was suggested for determination of the same magnitude of positivity and negativity.
