Resumen de Just how comparative are comparative judgments?

Joseph R. Radzevick, Don A. Moore

• Three studies investigate the psychology of comparative judgment, examining the circumstances under which judgments tend to concentrate disproportionately on one of the two elements that underlie the comparison (i.e., focused comparisons). We examine these tendencies at the judgment formation and information retrieval stages by examining judgment content as well as the speed and efficiency with which people make comparisons. The results replicate prior findings of differential weighting, indicating that focusing occurs in the formation stage of comparative judgments. However, focusing is absent in the reaction time data, suggesting that both elements of the comparison are equally accessible when individuals retrieve comparison-relevant information. These findings clarify the process by which people arrive at comparative judgments and demonstrate precisely when focused comparisons occur.