Abstract
Comparisons can often be framed in different but equivalent ways. For example, "A is better than B," can also be expressed as "B is worse than A." In 7 studies (and 4 further studies in the Supplemental Materials available in the OSF) we find that logically equivalent comparison frames have divergent effects on judgments and choices for the items being compared as well as other members of the set from which those items were drawn. These effects are asymmetric, affecting inferior items more strongly than superior ones. We propose a "comparison framing" account that draws on theory in linguistics on the markedness of adjectives (Cruse, 1976; Lehrer, 1985) to explain these results. We show that this account fits the data better than 2 previous accounts of attribute framing: automatic valenced associations (Levin et al., 1998) and leakage of information (McKenzie & Nelson, 2003). (PsycInfo Database Record (c) 2022 APA, all rights reserved).
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