Originally published on Advisor Perspectives

Few subjects are more personal than religion and the role it plays in our lives. At my digital marketing firm, clients sometimes express a desire to make their religion a focal point of their website.

This issue has a lot of ramifications and led me to do some research, which I’d like to share with you.

We are attracted to people like us

In a series of four experiments, a comprehensive study found that people chose to sit next to those physically similar to themselves. The first experiment examined seating patterns involving whether one wears glasses and gender. The second one added race, hair length and hair color. The third experiment replicated the same results in a laboratory setting. The fourth predicted seating distance based on overall physical similarity and glasses wearing.

A particularly intriguing finding in this study was the perception that participants thought people who were physically similar to them would hold similar beliefs and were more likeable.

These findings are not surprising. There’s a vast body of research on the subject of homophily. The homophily principle is that our social networks, including marriage, friendship, work, advice support and other relationships are strongly influenced by how similar those we relate to are to us.

According to an article in The New York Times, teenagers choose friends who smoke and drink the same amounts they do. When choosing a date online, we tend to choose people much like ourselves.

Brain chemistry

Being attracted to others we perceive are similar to ourselves can be partially explained by brain chemistry.

Brain scans revealed an area of the brain called the medial prefrontal cortex was activated when participants answered questions about themselves and also when they answered questions about the “thoughts, feelings, and preferences of people who had the same political leanings.” This region of the brain didn’t activate when participants considered the views of those with different leanings.

One of the researchers noted:

What's perhaps most interesting about the research is that it suggests that we may automatically think about the minds of other people in the way in which we think about ourselves, but that this courtesy may be automatically restricted to those we perceive at first glance to be similar.

Could it be that we are subconsciously attracted to those who share our beliefs?

Options

This research led me to following options for clients who ask how to deal with religion on their webpage.

1. Say nothing: There’s no requirement you disclose your religious beliefs on your website. If you say nothing about them, those beliefs won’t become a factor when prospects decide whether or not to pursue a relationship with you.
2. Say something: You can convey a lot about your beliefs by listing your charitable work and other activities where you affiliate with a religious organization. Doing so, however, will attract some prospects and alienate others, as I explain in the next option.
3. Say a lot: You can be as explicit as you wish about your faith and how it influences your life. If you do so, be aware of the research indicating those who don’t share your religious beliefs may prefer to use an advisor who has more in common with their views. Conversely, you’re likely to attract more prospects who do.