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Literature on attitude similarity suggests that sharing similar attitudes enhances interpersonal liking, but it remains unanswered whether this effect also holds for ambivalent attitudes. In the present research, we shed light on the role attitudinal ambivalence plays in interpersonal liking. Specifically, we examine whether people express ambivalence strategically to generate a positive or negative social image, and whether this is dependent on the attitudinal ambivalence of their perceiver. We test two alternative hypotheses. In
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