Two to tango: Automatic social coordination and the role of felt effort

Abstract

Social coordination involves the interpersonal matching of thoughts, feelings and behaviors, as well as the synchronization of rhythms and roles with other people. Coordination effects are evident in product preferences, product usage, buyer-seller interactions, and a host of other consumer experiences. Such forms of coordination often occur automatically, without conscious effort, making the sensory experience of complex social dynamics feel easier. Here, we review existing and emerging research on coordination effects and outline three routes by which automatic social coordination may proceed. We also consider the basic function of coordination mechanisms, why effective coordination is associated with feelings of effortlessness, and why these feelings may lead to both positive and negative consequences. We conclude that the ubiquity and utility of social coordination mark it as a fundamental property of social interaction.