Contextual effects in social judgment

Judges were asked to evaluate the overall performance of hypothetical students, given their scores on two examinations. The distribution of total scores was manipulated in order to investigate the loci of contextual effects. The interaction between the two exams was reversed by manipulation of the distribution. When the distribution of total scores was positively skewed, judgments showed a convergent interaction as a function of the two exams; when the distribution was negatively skewed, the interaction was divergent. The data were consistent with the hypothesis that the distribution of total scores affects only the transformation from integrated impressions to overt responses. This transformation (judgment function) was well-described by an extension of range-frequency theory. The finding that the interaction can be manipulated by changing the stimulus distribution has methodological implications for the popular interpretation of interactions or lack thereof. A good model may be improperly rejected or a bad one improperly retained through lack of attention to contextual effects.