Assimilation In Judgments Research Articles

Uniformity: The effects of organizational attire on judgments and attributions

AbstractDespite their prevalence in the marketplace, little empirical attention has been paid to how employee uniforms affect consumer reactions to service experiences. We propose that employee uniforms facilitate the shared categorization of employees and their organization in the mind of the customer, which affects many of the inferences that customers draw following service encounters. Study 1 shows that uniforms lead to greater attribution of responsibility to the company for employee behavior, especially following poor service. Studies 2 and 3 show that uniforms also lead to more assimilation of judgments across employees, increasing the impact of one employee's behavior on judgments of other employees of the same organization. Study 3 shows that employee uniforms lead to more extreme judgments of the company following service encounters. It also shows that bad (good) service from a uniformed employee makes competing companies look better (worse), indicating that uniforms can elicit contrast effects across companies. In sum, the mere presence of a uniform on an unsatisfactory service or retail employee can damage judgments of the organization and its employees and improve judgments of rival organizations compared to identical service from a nonuniformed employee. Managers seem unaware of these negative consequences. These same principles are likely to apply to a wide variety of uniformed services, including police, military, firefighters, and health‐care providers.

Contextual Effects in Judgments of Taste Intensity: No Assimilation, Sometimes Contrast.

Judgments of taste intensity often show contextual contrast but not assimilation, even though both effects of stimulus context appear in other sense modalities, such as hearing. Four experiments used a paradigm that shifts the stimulus context within a test session in order to seek evidence of assimilation in judgments of the taste intensity of sucrose and, for comparison, the loudness of 500-Hz tones. Experiment 1 found no assimilation in taste using three response scales, magnitude estimation, labeled magnitude, and visual analog, but did find evidence of contrast. Experiments 2 and 3 found no clear evidence of either assimilation or contrast in taste, but found consistent evidence of assimilation in loudness. Experiment 4 found no assimilation in loudness, however, when the intervals between successive stimuli increased from about 6 to 30 s in order to match the interval used with sucrose in Experiments 1 to 3. Taken together, these findings suggest that the assimilation found in intensity judgments in other sensory modalities may not appear in taste perception because of the slower rates presenting of taste stimuli.

Human Factors in Matching Images to Standards: Assimilation and Time Order Error

Objectives: This study examines recognition performance to depend on image context and time order error. Recognition of standard images is a basic process in medical image analysis.Methods: After the presentation of a standard square, 20 subjects identified the standard within a variety of 7 squares. The choice was between the standard and either 3 smaller and 3 larger squares, 5 smaller and 1 larger square, or 5 larger and 1 smaller square (context conditions).Results: Multilevel regression analysis showed large individual differences in judgments (P < .001). Context induced assimilation of judgments to the medium-sized square within response options (P < .001). Negative time order error in rapid judgments caused an underestimation of the standard (P < .001).Conclusions: Assimilation of judgments and time order error might be a threat to the reliability of medical image analysis. Some procedural recommendations are derived to reduce bias and increase patient safety in radiology.

Walking the Hedonic Product Treadmill: Default Contrast and Mood-Based Assimilation in Judgments of Predicted Happiness with a Target Product

Consumers often browse through many products (a product context) before evaluating a particular target product. We examine the influence of four product context characteristics on happiness with a target product: pleasantness, sequence, domain match with target (i.e., whether products in the context set belong to the same category as the target), and context set size. When context and target match, pleasant and improving (compared to less pleasant and worsening) contexts induce less happiness with the target product. When there is domain mismatch, however, the results are reversed. Furthermore, the assimilation effects are significantly influenced by set size, but the contrast effects are not. While the contrast effects appear to occur by default and appear to be driven by a process of comparison, the assimilation effects appear to be driven by mood. These effects hold even when perception of domain match is manipulated via instructional framing.

Short Note: Using primed exemplars during impression formation: interpretation or comparison?

Two studies demonstrate that when priming stimuli consist of (1) trait concepts and person exemplars, (2) trait concepts and non-person exemplars, (3) only non-person exemplars, assimilation in judgments of an ambiguous person follows. However, when priming stimuli consist of (4) only person exemplars, contrast in judgments of both ambiguous and well-known persons ensues. © 1997 by John Wiley & Sons, Ltd.