Research on similarity constructs (e.g., dyadic similarity, personality stability, judgment agreement and accuracy) frequently find them to be associated with positive outcomes. However, a methodological pitfall associated with common “overall similarity” indices, which we term the normative-desirability confound (NDC), will regularly result in similarity constructs apparently having more positive effects than they do in reality. In essence, when an individual is estimated to be similar to another person by common indices, this will strongly indicate that the individual has desirable characteristics. Consequently, the correlates of overall similarity indices can often be interpreted as indicating the beneficial effects of having desirable characteristics, without needing to attribute any additional salutary effect to similarity. We show that this confound is present in overall similarity estimates for a wide range of constructs (e.g., personality traits, attitudes, emotions, behaviors, values), how it can be accounted for, and discuss larger implications for our understanding of similarity constructs.
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