Assimilation and contrast effects

Thinking about Richard Nixon, a politician strongly associated with scandals, decreases the trustworthiness of politicians in general (assimilation effect), but increases the trustworthiness of every other specific politician assessed (contrast effect).

The assimilation effect is a frequently observed bias in evaluative judgments towards the position of a context stimulus. while contrast effects are with a negative correlation between judgments and contextual information. When an assimilation effect occurs, judgments and contextual information are correlated positively, i.e. a positive context stimulus results in a positive judgment, whereas a negative context stimulus results in a negative judgment.

Factors

Assimilation effects are more likely when the context stimulus and the target stimulus have characteristics that are quite close to each other. In priming experiments published in 1983, Herr, Sherman and Fazio found assimilation effects when subjects were primed with moderate context stimuli. Depending on how the individual categorizes information, contrast effects can occur as well. The more specific or extreme the context stimuli were in comparison to the target stimulus, the more likely contrast effects were to occur.

The inclusion/exclusion model

A more specific model to predict assimilation and contrast effects with differences in categorizing information is the inclusion/exclusion model developed 1992 by Norbert Schwarz and Herbert Bless. It explains the mechanism through which effects occur. The model assumes that in feature-based evaluative judgments of a target stimulus, people have to form two mental representations: One a representation of the target stimulusand one of a standard of comparison to evaluate the target stimulus. Accessible information, i.e. information that comes to mind in that specific moment and draws attention, is the crucial context. The same accessible information can result in assimilation or contrast effects, depending on how it is categorized. When the accessible information to construct the representation of the target is used, an assimilation effect results, whereas accessible information used to construct the standard of comparison leads to contrast effects.

By way of illustration, in their research on the perceived trustworthiness of politicians, Schwarz & Bless either primed their subjects with scandal-ridden politicians (e.g. Richard Nixon) or did not prime them. When subsequently asked for the evaluation of politicians' trustworthiness in general, primed subjects evaluated politicians in general as less trustworthy than subjects without priming.This shows how the accessible information of scandal-ridden politician was included in the representation of the target stimulus, i.e. an assimilation effect. The information of politicians' scandals

On the contrary, inclusion after priming did not occur, when subjects were subsequently asked for the trustworthiness of other specific politicians. There the priming led to a more favorable evaluation of the other politician's trustworthiness than without priming. This demonstrates a contrast effect, because the accessible information was excluded from the representation of the target stimulus (e.g. Richard Nixon is not Newt Gingrich) and therefore constructed in the mental representation of the standard of comparison.

Simultaneous assimilation and successive contrast

Assimilation effects have been seen to behave quite differently when objects are presented simultaneously, rather than successively. A series of studies found assimilation effects when asking participants to rate the attractiveness of faces that were presented simultaneously. When an unattractive face was presented next to an attractive face, the unattractive face became more attractive, while the rating of the attractive face did not change. In other words, placing oneself next to an attractive person would make you more attractive, as long as you are less attractive than that person to begin with. These effects remained even if the number of faces presented increased and remained over two minutes after the context stimulus (the attractive face) was removed.

Relating these findings to the Inclusion/Exclusion Model above, if we take the classic Richard Nixon example, if Nixon (a scandal ridden politician) is presented side by side Newt Gingrich, then rather than the type of assimilation effect exhibited when they are presented successively (Newt becomes more trustworthy), when presented simultaneously Nixon becomes more trustworthy, and the trustworthiness of Newt doesn't change. These studies also supported the Inclusion/Exclusion Model, showing that contrast effects appeared if attractive faces were presented successively before presenting an unattractive face; in this case the unattractive face was rated as even more unattractive.

Examples

Assimilation effects arise in fields of social cognition, for example in the field of judgment processes or in social comparison. Whenever researchers conduct attitude surveys and design questionnaires, they have to take judgment processes and resulting assimilation effects into account. Assimilation and contrast effects may arise through the sequence of questions. Previously asked specific questions can influence subsequent more general ones:

Many researchers found assimilation effects when deliberately manipulating the order of general and specific questions. When they first asked participants how happy they were with their dating or how satisfied they were with their relationship (a specific question that functions as a moderate context stimulus) and subsequently asked the participants how happy they were with their life in general (general question), they found assimilation effects. The specific question of their happiness with dating or satisfaction with their relationship made specific information accessible, that was further included as representation of the subsequent general question as target stimulus. Thus, by the time the participants were happy with their dating or satisfied with their relationship, they also reported being happier with their life in general. Similarly, when the participants were unhappy with their dating or dissatisfied with their relationships, they indicated being as well unhappier with their life in general. This effect did not occur when asking the general question in the first place.

The term assimilation effect appears in the field of social comparison research as well. Complementary to the stated definition, it describes the effect of a felt psychological closeness of social surroundings that influence the current self-representation and self-knowledge.

See also

• Anchoring
• Attitude polarization
• Confirmation bias § Biased interpretation
• Contrast effect, for a more general overview of the subject, including perception
• Distinction bias
• Norbert Schwarz § Categorization and Judgment
• Priming

Bibliography

• Colman, Andrew M. (2008). "Assimilation-contrast theory". A Dictionary of Psychology. Oxford University Press. ISBN 9780199534067.
• Oyserman, Daphna; Elmore, Kristen; Smith, George (2012). "Self, Self-Concept, and Identity" (PDF). In Leary, Mark R.; Tangney, June Price (eds.). Handbook of Self and Identity. Guilford Press. pp. 85–86. ISBN 9781462503056.