Between-theory and within-theory conflict in explaining context effects in impression formation

Abstract

Research on context effects in impression formation has taken the form of testing competing predictions from the averaging model and the meaning shift model. This between-theory conflict has been unprofitable because neither theory has yet acquired the degree of specificity necessary to generate unequivocal predictions in this area. The research has been useful, however, in identifying each theory's capacity to generate self-contradictory predictions. Future research on this topic can most profitably be addressed to resolving these within-theory conflicts.