Context effects and biases in sensory judgements

5 important questions on Context effects and biases in sensory judgements

What is a context effect

A context effect is that the perception of a certain object depends on the context or the environment in which it is placed. One important context effect is, a contrast effect.

  • Judgement is relative to the environment
  • Depends on frame of reference
    • 10 degrees in winter/summer feels different
    • Good is better compared to worse

What is the assimilation effects?

  • Evaluation depends on context
  • context/package creates expectations --> expectations affect choice

What is the dumping effect?

  • Misusing response scales
  • use right number of attributes --> some attributes can be ambiguous
    • fruit flavour will enhance sweetness if there is not a scale for e.g. strawberry intensity
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What is the range frequency theory (Parducci)?

Range principle
  • Subjects tend to sub-divide the scale range into equal perceptual segments

Frequency principle
  • People like to use the categories an equal number of times


Mensen gebruiken bijna nooit de hoogste of de laagste waarden

Adaptation level theory =

People adapt to a level of sensory stimulation

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