The Valence of Initial Evaluation, Challenge Characteristics, and the Magnitude of Evaluation Revisions

The authors conceptualize the magnitude of change in previously formed evaluations as a function of (1) the evaluative implication of the information (positive or negative) that served as the basis of the original judgment, and (2) the format (comparative or noncomparative) of the challenge. The results of four experiments suggest that the degree of evaluation revision is different for positive and negative initial evaluations as a function of whether the challenge is in a noncomparative or comparative format. Contrary to what has been observed with initial positive evaluations, which undergo greater revision when the challenge is comparative, an effect the authors replicate, negative initial evaluations undergo a greater degree of revision when the challenge is noncomparative.