Tracing memory-structure activation during person judgments

The purpose of the reported research was twofold: (a) to introduce a procedure for measuring concept activation during memory-based decisions and (b) to employ the procedure to investigate memory-activation processes in social judgments. Recent research has focused on subjects' reliance on memory for earlier inferred categorizations as the basis for judgments about persons. However, subjects have also been shown to rely on memory for factual information when making such decisions. To more fully understand how social judgments are made, methods are needed that are capable of tracing concept activation during the judgment process. The present study introduces a procedure that relies on probe recognition speed as a measure of concept activation. The procedure is used to examine alternative models of how subjects activate categorical and event memory when making contemplative impression judgments (i.e., judgments that they have to justify). The results favor a dependent memory-activation model that hypothesizes subjects activate both facts and earlier categorizations that they have made about a person when making subsequent memory-based judgments. Memory-structure activation was dependent in that facts relevant to forming the early categorizations were more likely to be activated in the service of a judgment than category-irrelevant facts. Advantages and limitations of the probe procedure as a measure of memory-structure activation during decisions are discussed.