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Starting with psychology
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4.4 Similarity

The old adage ‘opposites attract’ is not particularly born out by research. In fact numerous studies suggest that we tend to be attracted to people who are similar to ourselves. This applies to whether we are considering friendships or more intimate relationships. Similarities can be seen in age, ethnicity, religion, social class, intelligence, interests and some aspects of physical appearance. However, research suggests the most important similarities are those concerning beliefs, values, attitudes and how people see the world. Steven Duck (1992) explained this is because seeing the world in the same way as someone else makes it easier to interact with them. It also increases our confidence in our own attitudes which in turn bolsters our self-esteem.