The Distortion of “Objective” Scales: a Theory of Context Effects in Sequential Judgments

Shane Frederick, Yale University, USA
Daniel Mochon, Yale University, USA
We propose that even on so called “objective” scales (e.g. pounds, calories, meters, etc.), many contextual effects, such as anchoring, are often best interpreted as scaling effects – reflecting changes in the use of the response scale rather than a change in respondents’ perception of the focal stimulus.
[ to cite ]:
Shane Frederick and Daniel Mochon (2011) ,"The Distortion of “Objective” Scales: a Theory of Context Effects in Sequential Judgments", in NA - Advances in Consumer Research Volume 38, eds. Darren W. Dahl, Gita V. Johar, and Stijn M.J. van Osselaer, Duluth, MN : Association for Consumer Research.