Extending the Similarity‐Attraction Effect: The Effects of When‐Similarity in Computer‐Mediated Communication

The feeling of connectedness experienced in computer‐mediated relationships can be explained by the similarity‐attraction effect (SAE). Though SAE is well established in psychology, the effects of some types of similarity have not yet been explored. In 2 studies, we demonstrate similarity‐attraction based on the timing of activities—“when‐similarity.” We describe a novel experimental paradigm for manifesting when‐similarity while controlling for the activities being performed (what‐similarity). Study 1 (N = 24) shows when‐similarity attraction in the evaluation of connectedness with others. Study 2 (N = 42) identifies an interaction between who‐similarity—similarity in personal backgrounds—and when‐similarity. Both studies show that real‐time computer‐mediated interaction can lead to greater feelings of connectedness between people when there is an opportunity to discover when‐similarity.