Modulation of taxonomic (versus thematic) similarity judgments and product choices by inducing local and global processing

ABSTRACT

Perceived similarity is influenced by both taxonomic and thematic relations. Assessing taxonomic relations requires comparing individual features of objects whereas assessing thematic relations requires exploring how objects functionally interact. These processes appear to relate to different thinking styles: abstract thinking and a global focus may be required to explore functional interactions whereas attention to detail and a local focus may be required to compare specific features. In four experiments we explored this idea by assessing whether a preference for taxonomic or thematic relations could be created by inducing a local or global perceptual processing style. Experiments 1–3 primed processing style via a perceptual task and used a choice task to examine preference for taxonomic (versus thematic) relations. Experiment 4 induced processing style and examined the effect on similarity ratings for pairs of taxonomic and thematically related items. In all cases processing style influenced preference for taxonomic/thematic relations.

KEYWORDS:

• Categorisation
• similarity
• thematic relations
• processing style
• consumer behaviour

Notes

1 Note that it has previously been suggested that inducing global or local processing increases the amount of commonalities or differences reported when comparing items, but this paper has since been retracted.

2 Fisher's LSD corrections are appropriate when three or fewer post-hoc comparisons are made and will not lead to an increase in the probability of a Type 1 error (see Howell, 2016, pp. 424–428). When four comparisons are made, the chance of a Type 1 error increases to .1. As such, when reporting Fisher's LSD when there were four potential comparisons we corrected the p values by multiplying by them by two. This correction maintains the chance of a Type 1 error at .05.