After accounting for similarity levels, projection levels increased for similar others and fell for dissimilar others.

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People are more likely to project their traits and beliefs onto liked others as opposed to disliked ones; however, this effect is diminished when considering their levels of similarity.
If we think that both a liked and disliked person is extremely similar to ourselves, then we might expect them both to possess similar traits and beliefs to ourselves.

Results: Projection and Similarity

Davis, M. H. (2017). Social projection to liked and disliked targets: The role of perceived similarity. Journal of Experimental Social Psychology, 70, 286-293.

Social Projection to Liked and Disliked Targets: The Role of Perceived Similarity

For both the positive and negative traits, there was more projection towards the liked targets and more stereotyping towards the disliked targets

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