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Related Experiment Videos

Direct-comparison judgments: when and why above- and below-average effects reverse.

Paul D Windschitl1, Daniel Conybeare, Zlatan Krizan

  • 1Department of Psychology, University of Iowa, Iowa City, IA 52242, USA. paul-windschitl@uiowa.edu

Journal of Experimental Psychology. General
|February 6, 2008
PubMed
Summary
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Judgments about items are usually biased by their context. This study reveals that the timing of item presentation can reverse these common comparative biases, influencing how we perceive quality.

Area of Science:

  • Cognitive Psychology
  • Social Psychology
  • Decision Science

Background:

  • Comparative judgment biases, where items are evaluated relative to a set, are prevalent.
  • Typically, items from high-quality sets are rated higher, and those from low-quality sets are rated lower than other items.

Purpose of the Study:

  • To investigate the influence of presentation timing on comparative judgment biases.
  • To propose and support a novel timing account for these judgment reversals.

Main Methods:

  • Experimental manipulation of the temporal order in which items and their referent sets are presented.
  • Analysis of participant ratings and judgments across different timing conditions.

Main Results:

Related Experiment Videos

  • Demonstrated reversals of established above-average and below-average effects.
  • Evidence supporting the hypothesis that the timing of item denotation influences attention and judgment outcomes.

    • Conclusions:

    • The timing of information presentation is a critical factor in referent-dependent judgments.
    • This timing account offers a new perspective on comparative biases and their manipulation.