Dimensional commensurability and cue utilization in comparative judgment

In a series of five experiments, subjects compared pairs of students with respect to potential college GPA. Both students had scores on one common dimension (e.g., English Skills) and one unique dimension (e.g., Quantitative Aptitude for Student A and Need to Achieve Success for Student B). The results indicated that dimensions were weighted more heavily in the comparison when they were common than when they were unique. Cautioning subjects not to increase the weight of the common dimension did not reduce the effect, nor did “correct answer” feedback with rewards for accuracy. In addition, the effect was substantial whether or not the common and unique dimensions had equal means and standard deviations. The results are congruent with a growing body of research that documents man's limitations as an information processor.