Abstract

This study was designed to test the hypothesis that the favorableness impression would be integrated according to the adding model and the likableness impression would he integrated according to the averaging model. To test this hypothesis, the number of the adjectives in the adjective sets, which were given to the two groups of subjects-favorableness judgment group and Iikableness judgment group-was varied as 1,2,3, and 4 in each of the 5 levels of adjective-words groups (highly positive, moderately positive, medium, moderately negative and highly negative groups), Each group, one was to rate their impressions according to the good-bad 41 point scale with 0 mid-point (favorableness judgment grout.) and the other was to rate their impressions according to the like-dislike 41 point scale with 0 mid-point (likableness Judgment group), was comprised of 20 persons. As predicted, the imprssions formed by the favorableness judgment group were rnore positive in positive word sets and more negative in negative word sets, and the set size eifects were greater in the farorableness judgment group than in likableness Judgment group. These results were interpreted as supporting the hypothesis of this study, and discussed that the favorableness and likableness impressions of the other were definitely different types of judgment because ego-involvement levels of the judges were different in integrating the favorableness impressions from in integrating likableness impressions.