Contextual effects in difference judgments.
Manipulating stimulus spacing, stimulus frequency, or stimulus range usually affects intensity judgments. In six experiments, I investigated the locus of analogues of these contextual effects in a "difference" estimation task. When all stimuli elicited the same taste quality, stimulus distribution affected the scale values only when water was included in the stimulus set (Experiments 1-3). When the subjective ranges of two taste qualities were manipulated, different scale values were obtained for the separate qualities in the two conditions (Experiment 4). Manipulation of the expected response distribution did not affect the scale values or the responses (Experiments 5-6). It is concluded that shifts in stimulus distributions or stimulus ranges result in shifts in subjective scale values. The contextual effects can be interpreted as relative shifts of a number of gustatory continua, with water lying on a separate continuum. Proposed is a model for context-dependent judgments, consisting of four stages: stimulus classification, stimulus placement, continuum placement, and continuum projection.
Schifferstein
H N
HN
Department of Marketing and Marketing Research, Agricultural University, Wageningen, The Netherlands.
D000328:Adult; D001288:Attention; D004193:Discrimination Learning; D005260:Female; D006801:Humans; D007600:Judgment; D008297:Male; D011939:Mental Recall; D011601:Psychophysics; D013395:Sucrose; D013649:Taste; D013652:Taste Threshold
D013395:Sucrose