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A Psychophysics Paradigm for the Collection and Analysis of Similarity Judgments

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Going back to Donald: how comparisons shape judgmental priming effects.

Thomas Mussweiler¹, Lysann Damisch

¹Department of Psychology, University of Cologne, Köln, Germany. thomas.mussweiler@uni-koeln.de

Journal of Personality and Social Psychology

|November 26, 2008

Summary

Priming effects depend on spontaneous comparisons. Activated standards influence judgments, with comparison intensity and type determining the outcome, such as assimilation or contrast.

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Area of Science:

Social Psychology
Cognitive Psychology

Background:

Judgmental priming effects are influenced by comparison processes.
Spontaneous activation of concept-consistent standards is proposed to underlie priming.

Purpose of the Study:

To investigate how comparisons shape judgmental priming effects.
To test the role of spontaneous standard activation and comparison in priming.

Main Methods:

Employed six studies utilizing diverse priming methods: contextual cue, subliminal, and indirect priming.
Examined spontaneous standard activation and spontaneous comparison processes.

Main Results:

Priming a trait concept activates concept-consistent standards.
Activated standards mediate priming effects; less consistent standards diminish effects.
Priming effect magnitude correlates with comparative processing intensity.
Priming direction (assimilation/contrast) depends on similarity or dissimilarity testing.

Conclusions:

Spontaneous activation of concept-consistent standards is a key mechanism in judgmental priming.
Comparative processing, including its intensity and type (similarity/dissimilarity testing), critically shapes priming outcomes.