Experiment 2

Abstract

In Experiment One, it was demonstrated that the completion/incompletion of an evaluative response can be an important determinant of context effects. Under conditions in which a primed response was likely to have perseverated, assimilation occurred. In situations where a primed response was likely to have been terminated, contrast occurred. It was suggested that these effects might be understood in terms of differences in the perceiver’s weighting strategies. Although the results of Experiment One are consistent with this analysis, an alternate explanation of the data exists. Specifically, the results of Experiment One could be accounted for by a modified version of the Byrne and Clore (1970) reinforcement-affect model of evaluation.