Thinking about Others versus Another: Three Reasons Judgments about Collectives and Individuals Differ

In this article, we review evidence that people are more positive in assessments of specific individuals than they are about collectives of others, even when people have essentially no information about the individual or collective they are judging. We offer three explanations for this difference. First, evaluative “attacks” on individuals are more aversive than similar attacks on collectives. Second, to encourage or smooth interaction, people sometimes “assume the best” about individuals until proven wrong. Social interaction occurs between specific individuals, so such optimism does not extend to people in general. Third, in making judgments of individuals versus collectives, people naturally focus on different types of information. For an individual, people spontaneously consider influences that operate inside an individual (e.g., one's will, one's moral conscience). But for collectives, people instead contemplate influences that operate at a social level (e.g., social influence, social norms). We explore how these three proposals help predict when judgments of individuals and collectives do or do not differ.