Hedonic ratings: Some thoughts on assimilation and contrast effects

Why, in research on context effects in hedonic ratings, is contrast seen in some situations and assimilation in others? Contrast is seen most often in experiments where expectations about the test stimulus are produced through the presentation of context stimuli whereas assimilation is most often seen in experiments where expectations about the test stimulus are produced through labeling, advertising, or the relaying of information to the subject about the test stimulus. Whereas both sorts of procedures produce expectations that are subsequently violated, the outcomes are different. This paper suggests that demand characteristics play a role in studies showing assimilation. These studies predispose the subjects to restrict the range of their ratings.