Changing beliefs about categories and individual instances: Evidence for the moderating effect of level of representation

This research program examined the implications of level of representation for the belief change process. Specifically, it investigated whether representational level of information underlying initial beliefs (individual vs. category) and disconfirming information (individual vs. category) influences the magnitude of belief change about a variety of objects. Chapter 2 examined the hypotheses for beliefs about categories. In 3 experiments, two key effects emerged. A main effect of type of disconfirming information indicated that category-level disconfirming information produced more belief and attitude change than individual-level disconfirming information. Also, a significant interaction between type of information at formation and disconfirmation indicated a relative matching effect, with category-level disconfirmation producing substantially more belief and attitude change than individual-level disconfirmation when initial beliefs were based on category-level information, but only slightly greater change when initial beliefs were based on individual-level information. Chapter 3 examined the hypotheses for beliefs about individual instances. A main effect of type of disconfirming information indicated that individual-level information produced more belief and attitude change than category-level information. A main effect of type of formation revealed that category-level formation was more susceptible to persuasion than individual-level formation. Also, a significant interaction between type of information at formation and disconfirmation indicated a relative matching effect, with individual-level disconfirmation producing substantially more change than category-level disconfirmation when initial beliefs were based on individual-level information, but no difference when initial beliefs were based on category-level information.