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Comparison processes in social judgment: Mechanisms and consequences.
Authors:Mussweiler   Thomas
Abstract: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. (PsycINFO Database Record (c) 2010 APA, all rights reserved)
Keywords:social judgment   social comparison consequences   evaluation   assimilation   contrast   models   knowledge   selective accessibility   influence on comparison consequences   social cognition
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