Comparison processes in social judgment : Mechanisms and consequences

Psychological Review

Organisational Behaviour

Psychological Review 2003 Vol 110:3 p 472-489

Mussweiler T

Thomas Mussweiler

2003

This article proposes an informational perspective on comparison consequences in social judgment. It is argued that to understand the variable consequences of comparison, one has to examine what target knowledge is activated during the comparison process. These informational underpinnings are conceptualized in a selective accessibility model that distinguishes 2 fundamental comparison processes. Similarity testing selectively makes accessible knowledge indicating target-standard similarity, whereas dissimilarity testing selectively makes accessible knowledge indicating target-standard dissimilarity. These respective subsets of target knowledge build the basis for subsequent target evaluations, so that similarity testing typically leads to assimilation whereas dissimilarity testing typically leads to contrast. The model is proposed as a unifying conceptual framework that integrates diverse findings on comparison consequences in social judgment.

Social judgment; Social comparison consequences; Evaluation; Assimilation; Contrast; Models; Knowledge; Selective accessibility; Influence on comparison consequences; Social cognition

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