Multiple mediators of the attitude similarity-attraction relationship: Dominance of inferred attraction and subtlety of affect

The authors examined the mediation of the attitude similarity-attraction relationship. When affect was the sole measured mediating variable, the hypothesized partial mediation held in Experiment 1 (N = 60). In Experiment 2 (N = 96), ratings of the 3 potential mediators (affect, inferred attraction, and cognitive evaluation) and of an irrelevant variable (inferred cognitive evaluation) were taken at 2 orders of mediator measurement. The attitude similarity-attraction link was more strongly mediated by inferred attraction than by cognitive evaluation. Surprisingly, however, the effect of affect on attraction was reversed in the multiple-mediation analysis. Post hoc analyses disclosed that affect transmitted the similarity effect from its preceding variable only to the succeeding one. Theoretical and methodological implications of the dominance of inferred attraction and the subtlety of affect are discussed.