Effect of valence on relative weighting in impression formation.

This experiment assessed relative weighting of traits in three types of personality descriptions; those with only favorable traits (PP), with favorable and unfavorable traits (PN), and with only unfavorable traits (NN), Predictions that traits in PP descriptions would be weighted equally and that the more negative trait in PN and NN descriptions would receive greater weight were supported by the results. The results were generally consistent with the initial impression averaging model, although a possible difficulty with respect to the relative size of set-size effects for PP and NN descriptions was noted. Stimulus traits in impression formation may vary in polarization or in valence. Polarization refers to distance from the neutral point, while valence refers to evaluative sign, favorable or unfavorable, of the trait. This study explores the effect of valence on relative weighting in impression formation. Three valence combinations are possible: those in which all traits are favorable (PP); those in which some traits are favorable and some unfavorable (PN); and those in which all are unfavorable (NN). PP descriptions have generally shown equal weighting of traits, as well as set-size effects when traits have the same polarization (e.g., Anderson,