Product evaluation bias under minimal group situations

Abstract

The present study was designed to identify the source of product evaluation bias. Three experiments were conducted to see if the evaluation bias occur in the minimal group situation defined by [Tajifel, H., Billig, M., Bundy, R., & Flament, C. (1971). Social categorization and intergroup behavior. European Journal of Social Psychology, 1, 149–178], and to determine the factors responsible for making evaluation bias. Relative measure of product evaluation played a major role in producing an evaluation bias in minimal group situation. Similarly, relative measure of distribution was a critical factor affecting distribution bias. The possible boundary condition of [Tajifel, H., Billig, M., Bundy, R., & Flament, C. (1971). Social categorization and intergroup behavior. European Journal of Social Psychology, 1, 149–178] minimal group situation in evaluation bias were also discussed.