about Emotional Attachment

Some psychologists like to point at the effect of facial expressions and the chemical results these facial expressions have on mood. For instance, did you know that when you smile, your brain often produces a very small amount of pleasure inducing endorphins? The result is that if you smile, you feel happy, and ironically that is not necessarily to say that you smile because you feel happy. So similar to this concept, there is a very powerful method for shifting your own emotions. While part of the idea in controlling your own behavior might be to alter your own associations of particular situations and events, this is something that has to be done on a case by case basis, and the results are sometimes very slow, and often can diminish easily over time.link

monster-munch

clikck!

Characteristics of Attachment

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Consumer Emotional Attachment to Brands and Logos

click

http://www.marketingmag.com.au/blogs/view/creating-and-retaining-consumer-emotional-attachment-to-brands-146

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Socail Networking Guidelines for SchoolCommunications

go to the page

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Hypothesis

This thesis presents the hypothesis that the ability to track and quantify a consumer’s purchasing habits and preferences changes the essential role marketing. Technology makes it possible to collect personal information about a consumer’s purchasing habits and preferences. Analysis of a customer’s tastes and purchasing habits makes it possible for marketers to create individualized campaigns.
(Whereas traditional advertising seeks to make the customer conform or aspire to a general ideal associated with a brand, this data-driven approach reacts to “Markets of One.”)
This kind of marketing reacts to a customer’s habits and in presenting information that is pertinent to a customer’s desires, establishes a relationship between company and consumer that persists beyond the transaction. A company can create a feeling of caring or friendship that translates into long-term brand loyalty.

i-con

logo

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web page

solution

solution

Olafur Eliasson

Documentation of the exhibition Innen Stadt Außen, 2010
At the Martin-Gropius-Bau and various points in public space, Berlin
Video by Matthias Matz, Thilo Frank, Studio Olafur Eliasson
© 2010 Olafur Eliasson

hypothesis

This thesis presents the hypothesis that public's individual participation people in installation artworks make more efficiency than only flat displaying artworks. Earlier exhibition used to be showing one artist' art work in the public. However, the development of new media and the technology make it possible to include people's lives and public's movement in their part of artworks.
Peope would be have more emotional closeness, and those emotional relationship would be key of keeping people pay attention to public art.

Olafur Eliasson another example

Beauty
1993

Take your time: Olafur Eliasson
San Francisco Museum of Modern Art, 2007

I saw this installation in SFMA and I remember that there are several wood piece on the floor when people steped up the wood, the screen shows the wave of water.
When I entered the room actually there was nothing on the screen which installed one side of room. I really like the moment when I made several waves.

go to his web site

purpose of public art

Public art projects may result in works that are:
Functional: where the primary purpose of the art or design element is utilitarian such as seating, lighting, furniture, bollards, signage, rubbish bin surrounds, window treatments, reception areas, door handles and carpets, for example.

Decorative: where the primary purpose is to aesthetically enhance an environment or structure. For example, outcomes may be rainwater heads, furniture, paving elements, and lighting. They may also be functional, iconic, integrated, or site specific.

Iconic: a stand alone or significant work, where the artist's approach is largely independent of other considerations. An 'art-for-art's-sake' approach. Examples of iconic works include sculpture, water features, lighting or multi media. The response is often site-specific.

Integrated: works that are fully incorporated within the design of the built or natural environment. Integrated works may include floor and window design, lighting, landscaping and associated elements. Integrated works may also be decorative and/or functional.

Site specific: designed specifically for, and responsive to, a particular site. Could apply to all listed categories. Work responds to the site through scale, material, form, and concept.

Interpretive: where the primary purpose is to describe, educate and comment on issues, events or situations. They may be functional, decorative, iconic, and site-specific. Examples include signage, pavement inlays, sculpture, seating, landscaping, murals, text based work.

Commemorative: where the primary purpose is to acknowledge and recall an event, activity, or person, important to the local community and its visitors. Commemorative artworks may be sculpture, murals, pavement details, and gardens.

Temporary: where the work is not intended to be permanent. A piece or event may be momentary or remain for a fixed time. Wide-ranging outcomes are possible and include performance, garden planting, text, installations and multi media.

What can be achieved through public art?
Public art can assist commissioning agencies to address their broader policies and strategies as they relate to the community, social development, the environment and planning.

individuality in painting

The video fleetingly featured a notorious painting of the Moors murderer by artist Marcus Harvey, which shows her face made up of thousands of children's handprints.



'The Centre was commonly known as the She Wing until it closed in 2004.
'Some of Britain's most notorious Category A inmates were held in the female centre including the murderers Myra Hindley and Rosemary West.'
But children's charities say the artwork is 'extremely distasteful' and should not be on public display.

Myra Hindley: The display of the serial killer's artwork has caused outrage among children's charities

The pig pot was made in the women's wing of HMP Durham in 1996 as part of Hindley's recreation programme and bought by a former governor of the prison.
He then donated the piece to the museum that is dedicated to prisoner art and artefacts in 2005 after his wife protested about having it in the house.
Curator Bev Baker said: 'We don't want to sensationalise or glamorise this. He bought it and donated it to us, to the relief of his wife who had hated it. I don't know if it was because she thought it was ugly or because of its associations, but she was glad to see the back of it.'
Children's charity founder Dr Michele Elliott said: 'Anything that glorifies Hindley is extremely distasteful. The museum is just doing this to get publicity and anything that gets publicity off the back of dead children is despicable.'

The museum was set up 15 years ago and inherited a large collection of prisoner's artwork from the Home Office.

Other exhibits at the museum include a shirt worn by one of the Kray twins, a trap door and noose from Wandsworth Prison and a list of executions including that of Derek Bentley, Oscar Wilde's door from his Reading jail cell and handkerchiefs carrying sectarian images made by the IRA inmates of the Maze.

Tim Desmond, chief executive of the museum, said: 'The Home Office were very discreet about the identity of the artists and when we took over the collection we followed that.

'We didn't want to draw attention to it as it might sensationalise the exhibition. It's there for everybody to see.

'We're displaying the history of crime and punishment, so it was not put out in a provocative sense.'

In April, the Royal Festival Hall removed a sculpture of an entire choir and orchestra created in meticulous miniature detail by folding, cutting and tearing the score of Beethoven's Ninth Symphony after it was revealed the artist was double rapist and child-killer Colin Pitchfork.

Hindley and Ian Brady murdered five children in the 1960s before burying their bodies on Saddleworth Moor near Oldham. Hindley died in 2002.

Last year, London tourist chiefs showed a promotional video featuring a picture of Myra Hindley during their post-Beijing Games party. The video fleetingly featured a notorious painting of the Moors murderer by artist Marcus Harvey, which shows her face made up of thousands of children's handprints.

It was shown to hundreds of dignitaries - including London mayor Boris Johnson and Gordon Brown - by Visit London, which is responsible for promoting London and the 2012 Games.
A Visit London spokesman said the three-minute video was three or four years old and featured a split-second reference to the Tate Gallery, which at the time had the Hindley painting on show.


Read more: http://www.dailymail.co.uk/news/article-1195749/Childrens-charities-outraged-artwork-serial-killer-Myra-Hindley-displayed-museum.html#ixzz0z9pQM0e2

individuality in public art

individuality in media art

The Crown Fountain
Designed by Spanish artist Jaume Plensa and inspired by the people of Chicago, The Crown Fountain is a major addition to the city's world-renowned public art collection.

The fountain consists of two 50-foot glass block towers at each end of a shallow reflecting pool. The towers project video images from a broad social spectrum of Chicago citizens, a reference to the traditional use of gargoyles in fountains, where faces of mythological beings were sculpted with open mouths to allow water, a symbol of life, to flow out. Plensa adapted this practice by having faces of Chicago citizens projected on LED screens and having water flow through a water outlet in the screen to give the illusion of water spouting from their mouths. The collection of faces, Plensa's tribute to Chicagoans, was taken from a cross-section of 1,000 residents.

The fountain, which anchors the southwest corner of Millennium Park at Michigan Avenue and Monroe Streets, is a favorite of both children and families. The water is on from mid-spring through mid-fall each year (weather permitting,) while the images remain on year-round.

A fountain is the memory of nature, this marvelous sound of a little river in the mountains translated to the city. For me, a fountain doesn't mean a big jet of water. It means humidity, the origin of life.
-Jaume Plensa



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slideshare.com

Power Point


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Hypo-thesis

This thesis presents the hypothesis that the diversity of today's consumers can no longer be satisfied by one direction of simplified marketing. Earlier marketing strategies have targeted general groups of people. However, with technological improvement and growing wealth, people now have diverse lifestyles and consumption styles. The development of new media and the internet make it possible to collect information about people's lives and consumer habits. Based on these fixed information, we can market to consumers un-fixed form of people’s desire one by one. Customer would be have emotional closeness which company care about carefulness details of their customer. Those emotional relationship make an atmosphere of not only commercial relationship but also communicable relationship. (Those emotional relationship would be key of keeping customer in purchasing one company service constantly?).

Presentation & out-line

1.Title
2.Hypo-thesis
3.history of consumption
-pre-industrial craft before mid 1800
-19th C
-20th C(mass media)
-current
4.What's next?
-
-
-
-
5.conner trends?
6.Conclusion
7.Project Ideas

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1.history of consumption
pre-industrial craft before mid 1800

2.the background of develope individual marketing
-the industrial revolution mid 1800
-after the industrial revolution, oversupply of products
-developing of middle class
-growing personal wealth
-diversity of lifestyle
-become a importance of personality
need 20th Century video, newspaper (mass media)

3.previous individual marketing

-developing of technology
-research about existing individual marketings ex)amazon
-developing social media & marketing ex) facebook
( how communication media influence to markets )
(important amount of data/using ,create data to be personal purpose?)

-find out the limitation and problem.

need a part of prospect after 5 years
generation after
other people's thoughts

4. How can I develope more about one to one marketing.

-My solution
suggetion new way of individual maketing.!

social media

Social media marketing is a term that describes use of social networks, online communities, blogs, wikis or any other online collaborative media for marketing, sales, public relations and customer service. Common social media marketing tools include Twitter, LinkedIn, Facebook, Flickr, Wikipedia, Orkut and YouTube.

In the context of internet marketing, social media refers to a collective group of web properties whose content is primarily published by users, not direct employees of the property (e.g., the vast majority of video on YouTube is published by non-YouTube employees).

M&M in facebook

link to the page

link to the page

BMW promotion with facebook

The contest is easy to find from the BMW fan page with its own dedicated tab, and requires you to answer five questions about BMW, then call on three Facebook friends to answer five more questions each, and so on and so on. While the rules state that the success of your teams’ collective answers is what makes you eligible for the grand prize, the trip is only for one person.

What BMW has really done is create a contest that will yield some valuable contact information for a fairly focused demographic. Most of the questions are very company and brand specific and are probably only easily answered by die-hard fans (or experienced Google users). And while the prize in very nice, it isn’t something that would necessarily appeal to anyone and everyone, like giving away a free car.



With the specialized questions and prize, it’s more likely that those taking the time to complete the questions and pass them along to friends are truly fans of the brand and therefore more receptive to future marketing and ad campaigns.

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Starbucks Gets Its Business Brewing Again With Social Media

http://twitter.com/mystarbucksidea

MyStarbucksIdea.com in July 2008 as a forum for consumers to make suggestions, ask questions and, in some cases, vent their frustrations. The website now has 180,000 registered users. Some 80,000 ideas have been submitted, 50 of which have been implemented in-store.

Chris Bruzzo, Starbucks' VP-brand content and online, said amassing Starbucks' 5.7 million Facebook fans and 775,000 Twitter followers could be tougher for a dental-floss brand. "Maybe we have an unfair advantage because in so many ways Starbucks and the store experience is like the original social network," he said. Consumers "come in, hang out and talk to our store partners. They sort of got to know us as a brand in a very social way."

But he's quick to point out that Starbucks' advantage could easily have been squandered. "If we had approached it not from 'what you know and love about Starbucks' but as a marketing channel, we would have taken this down a path that would have been very different," he said. "This was not [built as a] marketing channel, but as a consumer relationship-building environment."

More important than the number of fans, however, is that the coffee chain is beginning to see sales lifts following social-media promotions.


"We're seeing the beginning of that," he said. "The experiences you have online can translate to rich offline experiences."


The secret to Starbucks' social-media success is, at least in part, the fact that it plays it cool. "It's not like we started our Facebook community, got to a million people and started pushing offers at them," he said. "We built up a community of people who enjoy engaging with our photo albums from our trip to Rwanda, who loved to have these shared moments around their favorite drinks." Then, fans started asking the company what was going on, and how they could be included.

link the article

the middle class consensus and economic development

Modern political economy stresses"society's polarization"as a determinant of development outcomes. Among the most common dorms of social conflict are class polarization, and ethnic polarization. A middle class consensus is defined as a high share of income for the middle class and a low degree of ethnic polarization. A middle class consensus distinguishes development successes from failures. A theoretical model shows how groups - distinguished by class or ethnicity - will under-invest in human capital and infrastructure when there is"leakage"to another group. The author links the existence of a middle class consensus to exogenous country characteristics, such as resource endowments, along the lines of the provocative thesis of Engerman and Sokoloff (1997), that tropical commodity exporters are more unequal than other societies. The author confirms this hypothesis with cross-country data. This makes it possible to use resource endowments as instruments for inequality. A higher share of income for the middle class and lower ethnic polarization, are empirically associated with higher income, higher growth, more education, better health, better infrastructure, better economic policies, less political instability, less civil war (putting ethnic minorities at risk), more social"modernization,"and more democracy.

link

industrial revolution

Starting in the later part of the 18th century there began a transition in parts of Great Britain's previously manual labour and draft-animal–based economy towards machine-based manufacturing. It started with the mechanisation of the textile industries, the development of iron-making techniques and the increased use of refined coal. Trade expansion was enabled by the introduction of canals, improved roads and railways. The introduction of steam power fuelled primarily by coal, wider utilisation of water wheels and powered machinery (mainly in textile manufacturing) underpinned the dramatic increases in production capacity. The development of all-metal machine tools in the first two decades of the 19th century facilitated the manufacture of more production machines for manufacturing in other industries. The effects spread throughout Western Europe and North America during the 19th century, eventually affecting most of the world, a process that continues as industrialisation. The impact of this change on society was enormous.



link

out-line

1.history of consumption
pre-industrial craft before mid 1800

2.the background of develope individual marketing
-the industrial revolution mid 1800
-after the industrial revolution, oversupply of products
-developing of middle class
-growing personal wealth
-diversity of lifestyle
-become a importance of personality

3.previous individual marketing

-developing of technology
-research about existing individual marketings ex)amazon
-developing social media & marketing ex) facebook
( how communication media influence to markets )
(important amount of data/using ,create data to be personal purpose?)

-find out the limitation and problem.

4. How can I develope more about one to one marketing.

-My solution
suggetion new way of individual maketing.!

hypothesis

This thesis presents the hypothesis that the diversity of today's consumers can no longer be satisfied by one direction of simplified marketing. Earlier marketing strategies have targeted general groups of people. However, with technological improvement and growing wealth, people now have diverse lifestyles and consumption styles. The development of new media and the internet make it possible to collect information about people's lives and consumer habits. Based on these fixed information, we can market to consumers un-fixed form of people’s desire one by one.

new techinology that react individual

Previous example of Individual marketing

out-line

1.history of consumption

2.the background of develope individual marketing
-after the industrial revolution, oversupply of products
-growing personal wealth
-diversity of lifestyle
-developing technology
-become a impotance of personality

3.previous indiviual marketing
-research about existing indiviual marketing
-find out the limitation and problem.


4. How can I develope more about one to one marketing.
-My solution

hypothesis

This thesis presents the hypothesis that the diversity of today's consumers can no longer be satisfied by one direction of mass marketing.Earlier marketing strategies have targeted general groups of people. However, with technological improvement and growing wealth, people now have diverse lifestyles and consumption styles.The development of new media and the internet make it possible to collect information about people's lives and consumer habits. Based on these data, we can market to consumers one by one.

CRM

Customer relationship management

Customer relationship management is a broadly recognized, widely-implemented strategy for managing and nurturing a company’s interactions with customers and sales prospects. It involves using technology to organize, automate, and synchronize business processes—principally sales related activities, but also those for marketing, customer service, and technical support. The overall goals are to find, attract, and win new customers, nurture and retain those the company already has, entice former customers back into the fold, and reduce the costs of marketing and customer service.

According to Forrester Research, spending on customer relationship management is expected to top $11 billion annually by 2010, as enterprises seek to grow top-line revenues, improve the customer experience, and boost the productivity of customer-facing staff.

Once simply a label for a category of software tools, customer relationship management has matured and broadened as a concept over the years; today, it generally denotes a company-wide business strategy embracing all customer-facing departments and even beyond. When an implementation is effective, people, processes, and technology work in synergy to develop and strengthen relationships, increase profitability, and reduce operational costs.

Challenges
Tools and workflows can be complex to implement, especially for large enterprises. While some companies report great success, initiatives have also been known to fail—mainly owing to poor planning, a mismatch between software tools and company needs, roadblocks to collaboration between departments, and a lack of workforce buy-in and adoption.[citation needed]

Previously these tools were generally limited to contact management: monitoring and recording interactions and communications with customers. Software solutions then expanded to embrace deal tracking and the management of accounts, territories, opportunities, and—at the managerial level—the sales pipeline itself. Next came the advent of tools for other customer-facing business functions, as described below.

Customer relationship management technology has been, and still is, offered as on-premises software that companies purchase and run on their own IT infrastructure. Vendors include: Oracle Corporation, SAP AG, and Amdocs. Perhaps the most notable trend has been the growth of tools delivered via the Web, also known as cloud computing and software as a service (SaaS). In contrast with conventional on-premises software, cloud-computing applications are sold by subscription, accessed via a secure Internet connection, and displayed on a Web browser. Companies don’t incur the initial capital expense of purchasing software; neither must they buy and maintain IT hardware to run it on. In 2009, SaaS represented approximately 20% of all customer relationship management spending, and continues its trajectory of outselling on-premises software by a ratio of 3-to-1.[1] Vendors include: Salesforce.com, RightNow, and SugarCRM.


Sales Force Automation
As its name implies, a sales force automation (SFA) system provides an array of capabilities to streamline all phases of the sales process, minimizing the time that reps need to spend on manual data entry and administration. This allows them to successfully pursue more customers in a shorter amount of time than would otherwise be possible. At the heart of SFA is a contact management system for tracking and recording every stage in the sales process for each prospective customer, from initial contact to final disposition. Many SFA applications also include features for opportunity management, territory management, sales forecasting and pipeline, workflow automation, quote generation, and product knowledge. Newly-emerged priorities are modules for Web 2.0 e-commerce and pricing management.



Small Business
Basic customer management can be accomplished by a contact management system, an integrated solution that lets organizations and individuals efficiently track and record customer and supplier interactions, including emails, documents, jobs, faxes, scheduling, and more.

This kind of solution is gaining traction with even very small businesses, thanks to the ease and time savings of handling customer contact through a centralized application rather than several different pieces of software, each with its own data collection system.[citation needed]

In contrast with contact managers, bona fide customer relationship management tools usually focus on accounts rather than individual contacts. They also generally include opportunity management for tracking sales pipelines plus added functionality for marketing and customer service.

As with larger enterprises, small businesses are finding value in online management solutions, especially for mobile and telecommuting workers.

Social Media
Social media sites like Twitter and Facebook are greatly amplifying the customer voice in the marketplace, and are predicted to have profound and far-reaching effects on the ways companies manage their customer relationships.[9] This is because customers are using these social media sites to share opinions and experiences on companies, products, and services. As social media isn’t moderated or censored, individuals can say anything they want about a company or brand, whether pro or con.

Increasingly, companies are looking to gain access to these conversations and take part in the dialogue. More than a few systems are now integrating to social networking sites. Social media promoters cite a number of business advantages, such as using online communities as a source of high-quality leads and a vehicle for crowd sourcing solutions to customer-support problems. Companies can also leverage customers’ stated habits and preferences to personalize and even “hyper-target” their sales and marketing communications.

Some analysts take the view that business-to-business marketers should proceed cautiously when weaving social media into their business processes. These observers recommend careful market research to determine if and where the phenomenon can provide measurable benefits for customer interactions, sales, and support.


Privacy and data security system
As one of the primary functions of customer relationship management software is to collect information about customers, a company must consider the desire for customer privacy and data security, as well as the legislative and cultural norms. Some customers prefer assurances that their data will not be shared with third parties without their prior consent and that safeguards are in place to prevent illegal access by third parties.

Revision of hypothesis

See if you can state your hypothesis in the following form (the one I use in my Thesis courses), maximum 80 words.


Example Hypothesis:

This thesis presents the hypothesis that aesthetic forms of expression such as music, painting, video can be used for direct information delivery. In contrast to text or verbal narrative techniques, which require a conscious act of transcoding, these aesthetic forms stimulate more direct, emotional response. Such a hypothesis could open a new channel for the delivery of various types of information, providing us, in situations of information overload, with a background information channel, leaving our foreground concentrated on the more thought-demanding tasks.

--

So a hypothetical statement contains:

1) Summary of the hypothesis in first sentence (an informed guess, a leap of faith, an original contribution)

2) How it is different than what already exists

3) Advantages hypothesis might offer


Example Hypothesis:

This thesis presents the hypothesis that aesthetic forms of expression such as music, painting, video can be used for direct information delivery. In contrast to text or verbal narrative techniques, which require a conscious act of transcoding, these aesthetic forms stimulate more direct, emotional response. Such a hypothesis could open a new channel for the delivery of various types of information, providing us, in situations of information overload, with a background information channel, leaving our foreground concentrated on the more thought-demanding tasks.


This thesis presents the hypothesis that in these days diversities of customer's desire cannot satisedfied with one direction of mass marketing.
In contrast to preceding marketings has been targeted general groups of people.
Improvement of technology and glowing of wealth, people lead their life in various way and their consumption stlye has been diverse as well.
Developement of media and internet make possible of collecting information of people's life and consumer habit.Base on those data,we can market one by one customer.
Such a hypothesis could be open a new channel of individual marketing,which focus on each person's taste, chracter,personality and desire.

Individual Marketing with Imperfect Targetability

link

Hypothesis

Design for one

This thesis presents the hypothesis that indiviual marketing can be satisfied diversity of people's lifestyle in thesedays, which brought from progress of society. In contrast to preceding marketings has been targeted general groups of people. Such a hypothesis could be open a new channel of individual marketing,which focus on each person's taste, chracter,personality and desire.

New camera promises to capture your whole life

link

Gorden Bell

go to articleclick

mission statement&vision statement

Apple's mission statement
"Apple is committed to bringing the best personal computing experience to students, educators, creative professionals and consumers around the world through its innovative hardware, software and Internet offerings."


Apple's vision statement
"To make a contribution to the world by making tools for
the mind that advance humankind."

attraction.

Propinquity effect

According to Rowland Miller's Intimate Relationships text, the propinquity effect can be defined as: "the more we see and interact with a person, the more likely he or she is to become our friend or intimate partner." This effect is very similar to the mere exposure effect in that the more a person is exposed to a stimulus, the more the person likes it; however, there are a few exceptions to the mere exposure effect.

Mere exposure/exposure effect

As mentioned above, the mere exposure effect, also known as the familiarity principle, states that the more we are exposed to something, the more we come to like it. This applies equally to both objects and people (Miller, 2006). The social allergy effect occurs when a person's annoying habits grow worse over time, instead of growing more fond of his or her idiosyncrasies. love


Similarity
The notion of “birds of a feather flock together” points out that similarity is a crucial determinant of interpersonal attraction. According to Morry’s attraction-similarity model (2007), there is a lay belief that people with actual similarity produce initial attraction. Perceived similarity develops for someone to rate others as similar to themselves in on-going relationship. Such perception is either self-serving (friendship) or relationship-serving (romantic relationship). Newcomb (1963) pointed out that people tend to change perceived similarity to obtain balance in a relationship. Additionally, perceived similarity was found to be greater than actual similarity in predicting interpersonal attraction.

Similarity in different aspects
Findings suggest that interpersonal similarity and attraction are multidimensional constructs (Lydon, Jamieson & Zanna, 1988), in which people are attracted to others who are similar to them in demographics, physical appearance, attitudes, interpersonal style, social and cultural background, personality, interests and activities preferences, and communication and social skills. A study conducted by Theodore Newcomb (1961) on college dorm roommates suggested that individuals with shared backgrounds, academic achievements, attitudes, values, and political views became friends.


Physical appearance
The matching hypothesis proposed by Goffman (1952) suggests why people become attracted to their partner. It claims that people are more likely to form long standing relationships with those who are equally physically attractive as they are. It can be represented in the following equation: physical attractiveness x the probability of acceptance[clarification needed] (Miller, 2006). The study by Walster and Walster (1969) supported the matching hypothesis by showing that partners who were similar in terms of physical attractiveness expressed the most liking for each other. Murstein (1972) also found evidence that supported the matching hypothesis: photos of dating and engaged couples were rated in terms of attractiveness. A definite tendency was found for couples of similar attractiveness to date or engage.

Attitudes
According to the ‘law of attraction’ by Byrne (1971)[4], attraction towards a person is positively related to the proportion of attitudes similarity associated with that person. Clore (1976) also raised that the one with similar attitudes as yours was more agreeable with your perception of things and more reinforcing s/he was, so the more you like him/her. Based on the cognitive consistency theories, difference in attitudes and interests can lead to dislike and avoidance (Singh & Ho, 2000; Tan & Singh, 1995) whereas similarity in attitudes promotes social attraction (Byrne, London & Reeves, 1968; Singh & Ho, 2000). Miller (1972) pointed out that attitude similarity activates the perceived attractiveness and favorability information from each other, whereas dissimilarity would reduce the impact of these cues.
The studies by Jamieson, Lydon and Zanna (1987, 1988) showed that attitude similarity could predict how people evaluate their respect for each other, and social and intellectual first impressions which in terms of activity preference similarity and value-based attitude similarity respectively. In intergroup comparisons, high attitude similarity would lead to homogeneity among in-group members whereas low attitude similarity would lead to diversity among in-group members, promoting social attraction and achieving high group performance in different tasks (Hahn & Hwang, 1999).
Although attitudinal similarity and attraction are linearly related, attraction may not contribute significantly to attitude change (Simons, Berkowitz & Moyer, 1970)

Social and cultural background
Byrne, Clore and Worchel (1966) suggested people with similar economic status are likely to be attracted to each other. Buss & Barnes (1986) also found that people prefer their romantic partners to be similar in certain demographic characteristics, including religious background, political orientation and socio-economic status.

Personality
Researchers have shown that interpersonal attraction was positively correlated to personality similarity (Goldman, Rosenzweig & Lutter, 1980). People inclined to desire romantic partners who are similar to themselves on agreeableness, conscientiousness, extroversion, emotional stability, openness to experience (Botwin, Buss, & Shackelford, 1997), and attachment style (Klohnen & Luo, 2003).

Interests and activities
Activity similarity was especially predictive of liking judgments, which affects the judgments of attraction (Lydon, Jamieson & Zanna, 1988). Lydon and Zanna (1987, 1988) claimed that high self-monitoring people were influenced more by activity preference similarity than attitude similarity on initial attraction, while low self-monitoring people were influenced more on initial attraction by value-based attitude similarity than activity preference similarity.

Social skills
According to the post-conversation measures of social attraction, tactical similarity was positively correlated with partner satisfaction and global competence ratings, but was uncorrelated with the opinion change and perceived persuasiveness measures (Waldron & Applegate, 1998).

Complementarity
The model of complementarity explains whether "birds of a feather flock together" or "opposites attract".

Studies show that complementary interaction between two partners increases their attractiveness to each other (Nowicki and Manheim, 1991). Complementary partners preferred closer interpersonal relationship than non-complementary ones (Nowicki & Manheim,1991). Couples who reported the highest level of loving and harmonious relationship were more dissimilar in dominance than couples who scored lower in relationship quality. (Markey & Markey (2007)).

Mathes and Moore (1985) found that people were more attracted to peers approximating to their ideal self than to those who did not. Specifically, low self-esteem individuals appeared more likely to desire a complementary relationship than high self-esteem people. We are attracted to people who complement to us because this allows us to maintain our preferred style of behavior (Markey & Markey (2007), and through interaction with someone who complements our own behavior, we are likely to have a sense of self-validation and security (Carson, 1969).

Similarity or complementarity?
Principles of similarity and complementarity seem to be contradictory on the surface (Posavac, 1971; Klohnen & Mendelsohn, 1998). In fact, they agree on the dimension of warmth. Both principles state that friendly people would prefer friendly partners. (Dryer & Horowitz, 1997)

The importance of similarity and complementarity may depend on the stage of the relationship. Similarity seems to carry considerable weight in initial attraction, while complementarity assumes importance as the relationship develops over time (Vinacke, Shannon, Palazzo, Balsavage, et-al, 1988). Markey (2007) found that people would be more satisfied with their relationship if their partners differed from them, at least, in terms of dominance, as two dominant persons may experience conflicts while two submissive individuals may have frustration as neither member take the initiative.

Perception and actual behavior might not be congruent with each other. There were cases that dominant people perceived their partners to be similarly dominant, yet in the eyes of independent observers, the actual behavior of their partner was submissive, in other words, complementary to them (Dryer1997). Why do people perceive their romantic partners to be similar to them despite evidence to the contrary? The reason remains unclear, pending further research.