The reciprocity hypothesis as an explanation of perception shifts in product judgment

Chung-Chiang Hsiao, Purdue University

Abstract

Researchers in consumer and social psychology have developed various theories to account for shifts in perceptions of targets caused by contextual stimuli. In this previous work, the perception shift of a target stimulus is observed as it reacts to the presentation of contextual stimuli. Attention in the past research has focused entirely on the target. As a result, no one has investigated possible shifts in perceptions of contextual stimuli. The present research proposes and tests a reciprocity hypothesis to explain what happens to the contextual stimulus and suggests that not only is the perception of the target shifted by the contextual stimulus, but also the perception of the contextual stimulus is shifted in a direction opposite to the perception shift of the target. That is, the perception of the contextual stimulus might be shifted away from the target in a contrast condition, but toward the target in an assimilation condition. Two studies with 390 undergraduates examined the hypothesis that, after priming, the perception of the contextual stimulus might be shifted in a direction opposite to the perception shift of the target. In Study 1, the perception shift of the contextual stimulus was examined when the contextual stimulus was manipulated to produce a contrast effect on the target (the perception of the target was shifted away from the contextual stimulus). The result showed that the perception of the contextual stimulus was shifted away from the target as well. In Study 2, the perception shift of the contextual stimulus was examined when the contextual stimulus was manipulated to produce an assimilation effect on the target (the perception of the target was shifted toward the contextual stimulus). The result showed that the perception of the contextual stimulus was shifted toward the target. That was, results in both studies supported the predictions. Thus, after the priming procedure, the perception of the contextual stimulus might be shifted in a direction opposite to the perception shift of the target (symmetrical perception shift).

Degree

Ph.D.

Advisors

Wegener, Purdue University.

Subject Area

Behaviorial sciences|Marketing|Social psychology

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