The role of similarity and dissimilarity focus in sequential judgments of physical attractiveness

The present results indicate that procedurally priming comparison focus can change the contrast effect in judgments of physical attractiveness (Kenrick & Gutierres, 1980). Participants were primed to search for similarities vs. differences between target and standard of comparison in a task using material irrelevant to the subsequent physical attractiveness judgment. Focusing participants on similarities testing produced the assimilation effect: evaluation of target and comparison standard as being similar. Focusing participants on dissimilarity testing produced the contrast effect: evaluating the target as different from the standard of comparison.