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Social categorization, visual cues, and social judgements
Author(s) -
Clark N. K.,
Rutter D. R.
Publication year - 1985
Publication title -
european journal of social psychology
Language(s) - English
Resource type - Journals
SCImago Journal Rank - 1.609
H-Index - 111
eISSN - 1099-0992
pISSN - 0046-2772
DOI - 10.1002/ejsp.2420150108
Subject(s) - psychology , categorization , impression formation , salience (neuroscience) , cognitive psychology , social cognition , social cue , social perception , sensory cue , cognition , social psychology , categorical variable , perception , linguistics , philosophy , neuroscience , machine learning , computer science
Recent research on social cognition suggests that lifelike visual and vocal information about a person may strongly mediate the impact of prior social categorical knowledge on social judgements. Other research, however, on the contribution of visual cues to impression formation, suggests that they have relatively little impact. This study sought to resolve these conflicting findings by examining the effect of visual cues on social judgements when subjects possess prior social categorical knowledge varying in salience to the experimental task. Videotaped target interviews were monitored by observers in either sound and vision or sound only, and measures were taken of the targets' perceived personality, their ‘actual’ and ‘predicted’ social performance, and social acceptance by observers. Whilst salience of categorization strongly influenced the quality of judgements, visual cues had little if any effect. However, visual cues strongly influenced subjects' confidence in all three sets of judgements, sound and vision subjects being consistently more confident than their sound only counterparts. The findings are discussed in relation to previous research in both social cognition and visual cues.