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Primacy effect - the greater impact of what we first learn about someone (first impressions

Jones (1968) - student watched performing test - 30 questions; in one session got first 15 right; in another session got last 15 right. Observers judged student as more intelligent when the first 15 were right (primacy effect) ALSO when asked to recall how many correct those who had seen student perform first 15 correct estimated 20/30 those who had seen the last 15 correct estimated 12/30.

Luchens - when later information is discrepant with earlier information, people tend to regard the first information as revealing the REAL person and to explain away later information as not typical.

Anderson(1974) - people pay more attention to information that is presented when they are first trying to form an impression about someone.

Solomon Asch provided six adjectives to describe a person:

• intelligent
• industrious
• impulsive
• critical
• stubborn
• envious

Others given same words in reverse order.

Filled in a rating sheet to evaluate the person - how happy, how sociable, etc.

The first group gave higher ratings: the primacy effect.

Later evidence is interpreted in the light of first impressions.

Hodges(1974) -a negative first impression is more resistant to change than a positive one.

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