Norton, M. I., Frost, J. H., &Ariely, D. (2007). Less is more: The lure of ambiguity, or why familiarity breeds contempt.Journal of personality and social psychology, 92(1), 97-105.
The present research shows that although people believe that learning more about others leads to greater liking, more information about others leads, on average, to less liking. Thus, ambiguity--lacking information about another--leads to liking, whereas familiarity--acquiring more information--can breed contempt. This "less is more" effect is due to the cascading nature of dissimilarity: Once evidence of dissimilarity is encountered, subsequent information is more likely to...



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