Reis, Maniaci, Caprariello, Eastwick, and Finkel (2011) conducted 2 studies that demonstrate that in certain cases, familiarity can lead to liking-in seeming contrast to the results of our earlier article (Norton, Frost, & Ariely, 2007). We believe that Reis et al. (a) utilized paradigms far removed from spontaneous, everyday social interactions that were particularly likely to demonstrate a positive link between familiarity and liking and (b) failed to include and incorporate other sources of data-both academic and real-world-showing that familiarity breeds contempt. We call for further research exploring when and why familiarity is likely to lead to contempt or liking, and we suggest several factors that are likely to inform this debate.Keywords: familiarity, person perception, impression formation, mere exposure, close relationshipsWe were both pleased and displeased to see the recent article by Reis, Maniaci, Caprariello, Eastwick, and Finkel (2011) challenging the findings and account of our article (Norton, Frost, & Ariely, 2007)-pleased because it is always a compliment to have conducted research that irritated very smart people who we respect a great deal enough to want to follow-up on, but displeased because we believe that Reis et al. have overstated the generalizability of their results and underreported other streams of literature that are in conflict with their account (reviewed below) and, even more, that Reis et al. missed an opportunity to begin to construct an account that would integrate their findings, our findings, and the existing literature into a broader account of the link between knowledge and liking.
Are the Paradigms Representative of Everyday Social Interactions?We absolutely agree with Reis et al. (2011) that our two very different methods of assessing whether more information leads to less liking-a trait-based paradigm in which we carefully control the amount of information presented, and a naturalistic experiment surveying online daters both before and after dates-are not fully representative of all of the ways in which people come to know each other. As a result, we are very much in favor of research that explores when and how information might lead to more liking rather than less liking-and in particular, research that explains why information might sometimes lead to more rather than less liking. In our mind, however, the results reported by Reis et al. fall short on both accounts, adding data from two experiments that take place in very specific settings with a specific participant population-but then using the data from these experiments to make the broad claim, as their title states, that "familiarity does indeed promote attraction."Their first claim is that our two methods of assessing the link between information and liking are not fully representative of what usually occurs in social interaction: "natural social interaction involves contexts and processes not present in Norton et al.'s research" (Reis et al., 2011, p. 557). We could not agree moreyet, we also disagree stron...