“He loves me, he loves me not . . . ”: Uncertainty can increase romantic attraction. Dec 17, 2010 By Timothy WilsonErin R. WhitchurchDaniel T. Gilbert “He loves me, he loves me not . . . ”: Uncertainty can increase romantic attraction. “He loves me, he loves me not . . . ”: Uncertainty can increase romantic attraction. This research qualifies a social psychological truism: that people like others who like them (the reciprocity principle). College women viewed the Facebook profiles of four male students who had previously seen their profiles. They were told that the men (a) liked them a lot, (b) liked them only an average amount, or (c) liked them either a lot or an average amount (uncertain condition). Comparison of the first two conditions yielded results consistent with the reciprocity principle. Participants were more attracted to men who liked them a lot than to men who liked them an average amount. Results for the uncertain condition, however, were consistent with research on the pleasures of uncertainty. Participants in the uncertain condition were most attracted to the men-even more attracted than were participants who were told that the men liked them a lot. Uncertain participants reported thinking about the men the most, and this increased their attraction toward the men. Psychological Science Timothy Wilson Read full bio Erin R. Whitchurch Daniel T. Gilbert Related Content Timothy Wilson Who am I? Beyond "I think, therefore I am." Research Can we ever truly answer the question, “Who am I?” Moderated by Alex Voorhoeve (London School of Economics), neuro-philosopher Elie During (University of Paris, Ouest Nanterre), cognitive scientist David Jopling (York University, Canada), social psychologist Timothy Wilson (University of Virginia), and ethicist Frances Kamm (Harvard University) examine the difficulty of achieving genuine self-knowledge and how the pursuit of self-knowledge plays a role in shaping the self. Redirect: The Surprising New Science of Psychological Change Research What if there were a magic pill that could make you happier, turn you into a better parent, solve a number of your teenager’s behavior problems, reduce racial prejudice, and close the achievement gap in education? Well, there is no such magic pill-but there is a new scientifically based approach called story editing that can accomplish all of this.