Distorted evaluative space

TL;DRAbstract

<p>The proposed research explores a contextual perspective in multiple object situations. Specifically, I focus on the context effect created by an object associated with strong attitude on the subsequent evaluative judgment of a target object. Through five studies, I find that the context effect of a strong attitude object is greater for objects with neutral-strength attitudes than for the objects with very strong or very weak attitudes, which result in a curved relationship between the magnitude of the context effect and the strength associated with attitudes towards targets. In addition, I find that the direction of the context effect of a strong attitude object is determined by the valence of the attitudes towards the target objects: targets with positive attitudes become less positive, and those with negative attitudes become less negative. That is, the results of the context effects represent as a form of decreased extremity of the attitudes towards targets. More importantl

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