Negative salience in impressions of character: Effects of extremeness of stimulus information

Abstract

Ss were given incompatible positive and negative information from which to evaluate the character of a stranger. Narrative descriptions of low, medium, or high valence difference were administered in positive-negative or negative-positive order. Ratings were made after each block of information and again a week later. Final ratings indicated a disproportionate influence of negative information at all valence intensities. Originally negative impressions that had been revised upward by positive information reverted to the negative within a week; originally positive impressions that had been revised downward were not subsequently restored. © 1970, Psychonomic Journals, Inc.. All rights reserved.