Context, categorization, and recall: The “change-of-standard” effect

Abstract A psycholinguistically based conception of the relation among context, categorization, and memory is tested by examining what happens to people's memory of an object when the object is initially categorized in terms of the context in which it appears, but, when the object is later recalled, this context is no longer salient. Subjects read about the sentencing decisions of a target trial judge in the context of other trial judges who consistently gave either higher sentences or lower sentences than the target judge. As predicted, subjects tended to categorize the target judge as “lenient” in the former, harsh context condition, and as “harsh” in the latter, lenient context condition. A week later, subjects read about the sentencing decisions of some additional judges, and then recalled the sentencing decisions of the target judge they had read about the week before. Across the two sessions, either a harsh, moderate, or lenient category norm for judges' sentencing decisions was established by having subjects read about decisions that involved either high, medium, or low sentences, respectively. The results indicated that subjects recalled the target judge's decisions by interpreting their prior categorization of his behavior in terms of the category norm established across the two sessions rather than the original context. Thus, subjects who were exposed to the same target in the same circumstances, and initially categorized the target in the same way, nevertheless remembered his behavior differently if their category norm was different at the moment of recall. Other types of “change of standard” and their implications for human judgment and memory are discussed.