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Assimilation effect : ウィキペディア英語版
Assimilation effect
The assimilation effect is a frequently observed bias in evaluative judgments towards the position of a context stimulus.〔Bless, H., Fiedler, K., & Strack, F. (2004). Social Cognition: How individuals construct social reality. Philadelphia: Psychology Press.〕 When an assimilation effect occurs, judgments and contextual information are correlated positively, i.e. a positive context stimulus results in a positive judgment, whereas a negative context stimulus results in a negative judgment.〔Schwarz, N., & Bless, H. (2007). Mental construal processes: The inclusion/exclusion model. In D. A. Stapel & J. Suls (Eds.), Assimilation and contrast in Social Psychology (pp. 119–141). New York: Psychology Press.〕 Assimilation effects are different from contrast effects, where a negative correlation between judgments and contextual information is observed.
==Factors determining assimilation effects==

Assimilation effects are more likely when the context stimulus and the target stimulus have characteristics that are quite close to each other. In their priming experiments, Herr, Sherman and Fazio (1983)〔Herr, P. M., Sherman, S. J., & Fazio, R. H. (1983). On the Consequences of Priming: Assimilation and Contrast Effects. Journal of Experimental Social Psychology, 19, 323–340.〕 found assimilation effects when subjects were primed with moderate context stimuli. The more specific or extreme the context stimuli are in comparison to the target stimulus, the more likely contrast effects are to occur.
However, these are just likelihoods that can serve as indicators for the occurrence of assimilation effects. Depending on how the individual categorizes information, contrast effects can occur as well. A more specific model to predict assimilation and contrast effects with differences in categorizing information is the inclusion/exclusion model developed by Norbert Schwarz and Herbert Bless.〔Schwarz, N., & Bless, H. (1992a). Assimilation and contrast effects in attitude measurement: An inclusion/exclusion model. Advances in Consumer Research, 19, 72–77.〕

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