Melting the “Seattle Freeze”: The effect of regional cultural stereotypes on building social connections

Research shows that social connections are important for our happiness and well-being. However, there are regional cultural differences in beliefs about how easy it is to build new social connections. For instance, in the city of Seattle, WA, one such cultural belief is known as “Seattle Freeze” – the belief that it is difficult to make new social connections in the city due to Seattleites being unfriendly. In two studies, I investigated the connection between this belief and social connections among participants living in Seattle. Study 1 (N = 285) found a negative correlation between the endorsement of “Seattle Freeze” and the feeling of belonging and the number of local friends that participants reported. Study 2 (N = 360) suggested that exposure to the idea that the “Seattle Freeze” is real was associated with lower ratings of friendliness and warmth toward Seattleites, as well as less favorable attitudes overall. In sum, these studies show that regional cultural beliefs about the friendliness of residents directly affect people’s perception and willingness to build new social connections.