Effects of involvement level and contextual stimuli on social judgment.

The influence on item judgments of context and own-attitude anchors was studied in relation to involvement. For i of the 80 Ss, all extreme in attitude towards organized religion, involvement was heightened by means of an interpersonal discussion where Ss defended their positions against a confederate assuming a contrary position. Judgments of moderate statements presented sequentially in the context of extreme anchor statements across 4 alternated trials revealed significant effects on the 1st 2 trials. Congruency of pro-own attitude, pro-context anchor, and heightened involvement produced the greatest initial contrast, in line with theoretical predictions, followed by assimilation to context anchors on the second trial. Dissipation of these potent effects is observed on subsequent trials.