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III
On the connection between goal passion and the formation of social
mobilization
Yoav Crystal
ABSTRACT
In recent years, online social networks have played a central role in a number of cases of
social mobilization. Such massive group actions have been previously explained as outcomes
of action tendency contagion, which has been found to be sensitive to network structure. As
current models of social attraction cannot adequately explain the formation of complex
network structures, the objective of this thesis is to present a complementary model of social
attraction and to test it empirically.
We propose that in some cases, in order for a social network structure to form spontaneously,
the formation of attraction should be sensitive to similarities in motivational tendencies. Such
a mechanism of attraction is suggested on the theoretical basis of the Goal Systems Theory.
According to this theory, in order to maintain continuous goal pursuit, individuals make use
of goal regulating mechanisms that keep them focused on the goal currently pursued. Such
mechanisms affect the individual's perception, making stimuli facilitating their current goal
pursuit seem more attractive than stimuli relevant to their other goals, including social stimuli
such as friends and family.
IV
Individual differences in the utilization of such mechanisms have been tied to the passion
style that characterizes the individual's current goal pursuit: harmonious or obsessive.
Specifically, goal pursuit characterized by a high level of obsessive passion was found to
predict the use of goal regulation mechanisms. Our main hypothesis is that individuals with
high levels of obsessive, but not harmonious, passion toward their focal goal will show a
preference toward individuals with the same goals as their own and will avoid individuals
whose focal goal is among their own alternative goals. Consequently, they will create a more
uniform social network for themselves. This hypothesis was tested in two studies: a
correlational study that observed the connections formed in a contained internet-based social
network; and an experimental study which attempted to manipulate goal passion and measure
the connection preferences of the participants. The findings from both studies partially
support the hypothesis.
In the first study we found that participants were more attracted to other participants sharing
their focal goal and that this preference was predicted by their obsessive passion level;
however, similarity between focal goals and other individuals' alternative goals was not found
to increase avoidance of those individuals. In the second study we found that even when
controlling for opinion similarity as well as individuals' harmonious and obsessive passion
levels, general goal system similarity or possibly focal goal similarity predicted attraction. In
addition, we found an unexpected strong moderation effect of the participants' harmonious
passion levels on the relationship between opinion similarity and attraction.
Hence, the findings of the two studies support the notion that one's motivational tendencies
affect his or her social connections. In addition, some inconsistencies between the two studies
emphasize the role of the social environment in determining the individual's dependence on
different mechanisms that drive inter-individual attraction.

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Masters Abstract

  • 1. III On the connection between goal passion and the formation of social mobilization Yoav Crystal ABSTRACT In recent years, online social networks have played a central role in a number of cases of social mobilization. Such massive group actions have been previously explained as outcomes of action tendency contagion, which has been found to be sensitive to network structure. As current models of social attraction cannot adequately explain the formation of complex network structures, the objective of this thesis is to present a complementary model of social attraction and to test it empirically. We propose that in some cases, in order for a social network structure to form spontaneously, the formation of attraction should be sensitive to similarities in motivational tendencies. Such a mechanism of attraction is suggested on the theoretical basis of the Goal Systems Theory. According to this theory, in order to maintain continuous goal pursuit, individuals make use of goal regulating mechanisms that keep them focused on the goal currently pursued. Such mechanisms affect the individual's perception, making stimuli facilitating their current goal pursuit seem more attractive than stimuli relevant to their other goals, including social stimuli such as friends and family.
  • 2. IV Individual differences in the utilization of such mechanisms have been tied to the passion style that characterizes the individual's current goal pursuit: harmonious or obsessive. Specifically, goal pursuit characterized by a high level of obsessive passion was found to predict the use of goal regulation mechanisms. Our main hypothesis is that individuals with high levels of obsessive, but not harmonious, passion toward their focal goal will show a preference toward individuals with the same goals as their own and will avoid individuals whose focal goal is among their own alternative goals. Consequently, they will create a more uniform social network for themselves. This hypothesis was tested in two studies: a correlational study that observed the connections formed in a contained internet-based social network; and an experimental study which attempted to manipulate goal passion and measure the connection preferences of the participants. The findings from both studies partially support the hypothesis. In the first study we found that participants were more attracted to other participants sharing their focal goal and that this preference was predicted by their obsessive passion level; however, similarity between focal goals and other individuals' alternative goals was not found to increase avoidance of those individuals. In the second study we found that even when controlling for opinion similarity as well as individuals' harmonious and obsessive passion levels, general goal system similarity or possibly focal goal similarity predicted attraction. In addition, we found an unexpected strong moderation effect of the participants' harmonious passion levels on the relationship between opinion similarity and attraction. Hence, the findings of the two studies support the notion that one's motivational tendencies affect his or her social connections. In addition, some inconsistencies between the two studies emphasize the role of the social environment in determining the individual's dependence on different mechanisms that drive inter-individual attraction.