Contrast effects and their relationship to subsequent behavior

Abstract The present study attempted to apply social judgment theories to the effects of context on judgments of the importance of a social issue and on subsequent issue-related behavior. Subjects judged the importance of a target issue (recycling) in the context of either important or unimportant social issues and were subsequently asked in a separate setting for help on a local recycling project. Context produced contrast effects on rating scale judgments of the importance of recycling. These judgments, if salient, were then used as a basis for subsequent support of the recycling project. When either the initial judgment was not salient or no prior judgment of recycling was made, the importance of the context had a positive effect on amount of support for recycling, such that more help was given in the important context conditions. Results indicate that contrast effects on the ratings are response base rather than perceptual in nature, but that the rating, if salient, can serve as subsequent behavior and attitudes.

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