Asymmetrical attention allocation to dissimilar and similar attitudes

Evaluations of others are sometimes influenced more by their dissimilar than similar attitudes. The authors investigated this similarity–dissimilarity asymmetry at the level of stimulus processing. In a variant of the Stroop task in Experiment 1 (N = 50), dissimilar attitudes of the participants interfered more with their color-naming performance than did similar attitudes. In a dual-task paradigm of Experiment 2 (N = 92), a greater attention allocation to dissimilar than similar attitudes disappeared when the cognitive load was low, but not when it was high. Findings illustrated the similarity–dissimilarity asymmetry at the level of stimulus processing, and presented the asymmetry as another case of the fundamental positive–negative asymmetry. Implications and alternative interpretations of these findings are discussed.