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The similarity of attitudes between two individuals had been proposed to function as an unconditioned stimulus (UCS). Perception of various stimuli (including people) has been found to be affected by associated conditions of reinforcement or value factors. Ss (N = 60) who had received different proportions of agreement from the same stimulus figure were asked to estimate that figure’s height. Estimations of that figure’s height tended to increase as attitudinal agreement was increased (p <.02). In addition, both attraction and perceived height were found to be positively related linear functions of attitude similarity. These findings appear to lend further empirical support to the reinforcement model of attraction.

Perception of height as a linear function of attitude similarity