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Context effects in environmental judgments: assimilation and contrast effects in separate and joint evaluation modes


Tanner, C (2008). Context effects in environmental judgments: assimilation and contrast effects in separate and joint evaluation modes. Journal of Applied Social Psychology, 38(11):2759-2786.

Abstract

This research investigates whether consumers judge the environmental quality of food products differently according to whether the products are presented separately or jointly and whether assimilation or contrast effects are more likely to occur. Study 1 revealed contrast effects when products were judged in separate evaluation. Study 2 revealed assimilation effects when products were judged in joint evaluation. Increasing the range of the product alternatives, however, produced a displacement of the judgments in the opposite direction, indicating contrast effects again. Comparing the environmental judgments across both studies, reversal effects in judgments and ordering of products could be demonstrated. Overall, the findings underline that environmental judgments are highly unstable and context-dependent.

This research investigates whether consumers judge the environmental quality of food products differently according to whether the products are presented separately or jointly and whether assimilation or contrast effects are more likely to occur. Study 1 revealed contrast effects when products were judged in separate evaluation. Study 2 revealed assimilation effects when products were judged in joint evaluation. Increasing the range of the product alternatives, however, produced a displacement of the judgments in the opposite direction, indicating contrast effects again. Comparing the environmental judgments across both studies, reversal effects in judgments and ordering of products could be demonstrated. Overall, the findings underline that environmental judgments are highly unstable and context-dependent.

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6 citations in Web of Science®
6 citations in Scopus®
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Additional indexing

Item Type:Journal Article, refereed, original work
Communities & Collections:06 Faculty of Arts > Institute of Psychology
Dewey Decimal Classification:150 Psychology
Language:English
Date:November 2008
Deposited On:18 Dec 2008 09:51
Last Modified:05 Apr 2016 12:35
Publisher:Wiley-Blackwell
ISSN:0021-9029
Publisher DOI:10.1111/j.1559-1816.2008.00413.x
Official URL:http://www3.interscience.wiley.com/journal/121476848/abstract
Permanent URL: http://doi.org/10.5167/uzh-5950

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