希釈効果の規定因としての無関連性, 中立性, および両価性

概要

論文の詳細を見る
The dilution effect in evaluative judgment refers to that the non-diagnostic information reducing the implications of diagnostic information. It was hypothesized that the amount of the ambivalence of added information would enhance the dilution effect when it was combined with either positive or negative information. In Experiment 1, 34 undergraduates were asked to evaluate the desirability of the combinations of a part time job and either a bonus or overtime work. The amount of ambivalence was manipulated by varying the amounts of reward and labor in the part time jobs. The results suggested that the dilution effect was enhanced as the reward and labor of the jobs increased even when their ratios were constant. The combinations of part time job and either bonus or overtime work were also evaluated by 69 undergraduates in Experiment 2, which revealed that the evaluative orders of both more and less ambivalent jobs became reversed when the same amount of bonus or overtime work was added to them. These results suggest that the dilution effect is explainable within the ambivalence model of evaluative judgment.
2003-08-06