Differentiation in Social Perception: Why Later-Encountered Individuals Are Described More Negatively.

According to the cognitive–ecological model of social perception, biases toward individuals can arise as by-products of cognitive principles that interact with the information ecology. The present work tested whether negatively biased person descriptions occur as by-products of cognitive differentiation. Later-encountered persons are described by their distinct attributes that differentiate them from earlier-encountered persons. Because distinct attributes tend to be negative, serial person descriptions should become increasingly negative. We found our predictions confirmed in six studies. In Study 1, descriptions of representatively sampled persons became increasingly distinct and negative with increasing serial positions of the target person. Study 2 eliminated this pattern of results by instructing perceivers to assimilate rather than differentiate a series of targets. Study 3 generalized the pattern from one-word descriptions of still photos of targets to multisentence descriptions of videos of targets. In line with the cognitive–ecological model, Studies 4–5b found that the relation between serial position and negativity was amplified among targets with similar positive attributes, zero among targets with distinct positive or negative attributes, and reversed among similar negative targets. Study 6 returned to representatively sampled targets and generalized the serial position–negativity effect from descriptions of the targets to overall evaluations of them. In sum, the present research provides strong evidence for the explanatory power of the cognitive–ecological model of social perception. We discuss theoretical and practical implications. It may pay off to appear early in an evaluation sequence. [ABSTRACT FROM AUTHOR]