The Effect of the Types of Response Scale on Rating and Its Relationships with Cognitive Processing

Abstract

Most theoretical models on social cognition argue the cognitive processes in terms of the nature of the social objects being processed. However, it has been found that the estimate using an objective numerical index (objective estimate) differs from that using a subjective impression (subjective estimate). Existing models on social cognition cannot explain this difference. Based on Windschitl & Wells' (1998) study on alternative-outcome effect, we interpreted that the difference is due to the comparative processes. And, we conducted two experiments to test the validity of the interpretation. In both experiments, participants were required to evaluate the effects of countermeasure against the plague. The results were consistent with our interpretation. We discussed the suggestions for social cognition research.