The Effect of Judgment Context on Assessments of Age Groups
ABSTRACTIt has been suggested that an exaggeration of the target age effect is obtained when the same respondents judge multiple age groups rather than only one age group. In the present study each of 1200 undergraduates rated a young, middle-aged, or old target on the 32 bipolar adjective pairs of the Aging Semantic Differential (ASD; Rosencranz & McNevin, 1969). An additional 200 undergraduates rated all three target age groups on the ASD. The ASD was scored in terms of the three dimensions reported by its authors. In the isolated judgment condition young targets were rated highest on the Instrumental-Ineffective and Personal Acceptability-Unacceptability dimensions followed, in both cases, by middle-aged and then by old targets; on the Autonomous-Dependent dimension, middle-aged targets were rated higher than both young and old targets. The hypothesized exaggeration of the target age effect in the comparative judgment condition was obtained for the descriptive dimensions (Instrumental-Ineffective and Autonomous-Dependent) but not for the evaluative dimension (Personal Acceptability-Unacceptability) of the ASD. Possible explanations for why judgment context might affect descriptive but not evaluative assessments of target age groups are discussed.