Direct-comparison judgments: when and why above- and below-average effects reverse.


Above-average and below-average effects appear to be common and consistent across a variety of judgment domains. For example, several studies show that individual items from a high- (low-) quality set tend to be rated as better (worse) than the other items in the set (e.g., E. E. Giladi & Y. Klar, 2002). Experiments in this article demonstrate reversals of these effects. A novel account is supported, which describes how the timing of the denotation of the to-be-judged item influences attention and ultimately affects the size or direction of comparative biases. The authors discuss how this timing account is relevant for many types of referent-dependent judgments (e.g., probability judgments, resource allocations) and how it intersects with various accounts of comparative bias (focalism, generalized-group, compromise between local and general standards [LOGE]).

DOI: 10.1037/0096-3445.137.1.182

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@article{Windschitl2008DirectcomparisonJW, title={Direct-comparison judgments: when and why above- and below-average effects reverse.}, author={Paul D. Windschitl and Daniel Conybeare and Zlatan Kri{\vz}an}, journal={Journal of experimental psychology. General}, year={2008}, volume={137 1}, pages={182-200} }