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Personality and Social Psychology Bulletin, Vol. 27, No. 12, 1599-1612 (2001)
DOI: 10.1177/01461672012712004
© 2001 Society for Personality and Social Psychology, Inc.

On-Line Versus Memory-Based Processing: The Role of "Need to Evaluate" in Person Perception

Zakary L. Tormala

Ohio State University, tormala.3{at}osu.edu

Richard E. Petty

Ohio State University, petty.1{at}osu.edu

Two studies are reported examining individual differences in the need to evaluate as a determinant of memory-based versus online information processing. In each study, participants read statements describing the behaviors of a hypothetical target person and reported their attitudes toward this person. Consistent with expectations, high need to evaluate individuals formed attitudes in a spontaneous, on-line fashion, whereas low need to evaluate individuals formed them in a less spontaneous, more memory-based fashion. This conclusion was supported by two kinds of evidence: attitude-recall valence relationships (Experiments 1 and 2) and response latency measures (Experiment 2). These results suggest that evaluative responding in the domain of person perception is less pervasive than concluded in prior research.


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