Fast similarities: Efficiency advantages of similarity-focused comparisons.

Abstract

People constantly have to make efficient use of their limited cognitive resources. Recently, T. Mussweiler and K. Epstude (2009) demonstrated that comparative thinking simplifies information processing and increases the efficiency of judgment. However, there are different types of comparative thinking. While comparing 2 entities, people may focus on either similarities or dissimilarities between target and standard. The authors propose that these 2 comparative thinking styles differ in their efficiency. Specifically, the authors hypothesize that comparisons with a focus on similarities lead to more focused information processing and faster judgments than comparisons with a dissimilarity focus. In line with these hypotheses, the authors demonstrate that participants are indeed faster at judging the similarity of 2 stimuli (Study 1) and that they search for less target information in a comparative judgment task (Study 2) if they focus on similarities rather than dissimilarities. Focusing on similarities thus appears to be the more efficient comparative thinking style.