Context Effects and Biases in Sensory Judgment

摘要: An axiom of perceptual psychology has it that human beings are very poor absolute measuring instruments but good at comparing things. For example, we have trouble estimating either the sweetness level a single solution or its physical concentration (should be trained to think in units?), little telling whether more sugar been added coffee. The question then arises: If people so prone making comparisons, how do they judge sensory intensity when no comparison is explicitly requested? asked rate perceived firmness food sample, what firm vs. soft? Obviously, must choose reference for comparison, form frame range judged, with explicit standards understand high and low on response scale. many items encountered everyday life, established frames based experience magnitudes, extent, intensities compared. We image large mouse running up trunk small elephant because constitutes average elephant.