Assigning Trait Adjectives in an Evaluative Context: Quicker, More Consistent, and Less Equivocal
The objective was to examine the social conditions under which subjects could attribute trait adjectives to an unknown person, the paradigm of impression-formation at zero acquaintance. The situation on which the subject had to base his judgement was a 90-sec. film clip with sound of an individual reading a weather forecast. Analysis showed traits were attributed more quickly and consistently when instructions stipulated subject should evaluate the social utility of an individual (evaluator-recruiter type instructions) rather than describe personality (psychologist-type instructions). Traits were attributed more rapidly, with more consistency and greater certainty. Interpretation of results, which generally corroborate other research, is that the judgement of another person based on a first impression is an evaluation of the social utility of that person.