Preference and similarity: affective and cognitive judgement?

This study is a test of some implications of the distinction between cognitive and affective processes proposed by Zajonc (1980), applied to preference and similarity judgements. Preference and similarity data were obtained for male and female subjects judging male and female cinema actors. Preference judgements were assumed to be an example of primarily affective judgement, similarity was assumed to be mainly cognitive. It was furthermore assumed that men when judging women and women judging men should be more affectively involved than the opposite cases. It was predicted (a) that making preference judgements would be more confident, (b) that such judgements would be more stable, (c) that preference judgements would show a more simple structure than similarity judgements, and (d) that the difference between similarities and preferences with regard to the level of complexity indicated by the ratings should be especially large with large affective involvement. In support of Zajonc's model, preference judgements were given with more confidence by the subjects and they were more stable over time. There was a tendency for similarity spaces to be more complex for affectively involved subjects while the opposite occurred for preference ratings. Women seemed to react more negatively to the similarity task than men did.