Judgments Are Processes of Feature Comparison: Experimental Evidence

Abstract

The results of two experiments prove that the judgment process is not some form of cognitive algebra but a feature comparison process between a stimulus and a frame of reference (concept, category, memory structure). In both experiments, the main procedure was the same: The subjects rated a series of stimuli with respect to their similarity to a reference system. In the first experiment, the stimuli were systematic combinations of two or four high- or low-likable personality traits (e.g., the two high-likable traits tolerant, optimistic). The reference system was a stimulus prototype, for example, one that indicates social attitudes (social, helpful, considerate, tolerant, empathetic). In the second experiment, the stimuli were systematic combinations of two or four geometric patterns (e.g., two red ellipses). Two reference systems (stimulus prototypes) were used. Nine red ellipses and circles defined one prototype. Nine green rectangles and squares defined the other prototype. In both experiments, the judgments of similarity were compared with judgments of the likableness of personality descriptions. In both experiments, the correlation was very high or maximal. In particular, the maximum correlation in the second experiment (with geometric patterns) proves that the models of cognitive algebra are not valid.