JOURNAL OF EXPERIMENTAL SOCIAL PSYCHOLOGY 14, 193-204 (1978) Natural Anchoring at the Neutral Point of Category Rating Scales HERBERT W. MARSHANDALLEN PARDUCCI University of California, Los Angeles Received January 3, 1977 Contextual theories of judgment assume that the rating of any stimulus depends on its relationship to a context of similar stimuli. For example, any specific act of behavior would be rated less favorably when considered in the context of good behaviors then when considered in the context of bad ones. However, two experiments suggest an absolute anchoring of the natural neutral point, an exception to this generalization. In Experiment 1, morally indifferent acts remained “neutral,” regardless of context; and in Experiment 2 the break-even or zero-point in a simulated game of chance was always rated “neutral.” In both experiments, contextual manipulations had powerful effects upon ratings of other stimuli, though never shifting them across the neutral point. Furthermore, both experiments suggest that neutral-point anchoring also affects the use of the most extreme categories in a manner that is unique to this phenomena. In Experiment 2 for example, the introduction of extremely positive “wins” not only made other wins seem less favorable while leaving ratings of the zero-point unchanged, but also made the most negative losses seem more favorable. It is as if the introduction of an extremely positive “win” also introduces the possibility of an extremely negative “loss.” Taken together these findings contradict the basic adaptation-level premise that the entire scale is determined by the neutral point; they are also inconsistent with the assumption of range theories that the scale is anchored by the end- points of the range of stimuli actually experienced. Category rating scales are notoriously relativistic, the rating of any particular stimulus depending upon its place in a context of other stimuli. In psychophysical research, the context is established primarily by the other stimuli actually presented forjudgment. A given weight is rated “heavy” or “light” in relation to the other weights in the stimulus series. Ratings of multidimensional stimuli are more dependent upon past experience: A particular pencil might be rated “very heavy” although it weighs much less than the “very light” knife used to sharpen it. However, even standards that seem well established by past experience, such as codes of ethics, can This paper is based upon parts of a dissertation submitted to the University of California, Los Angeles, in partial fulfilment ofrequirements for the Ph.D. awarded to Herbert W. Marsh Requests for reprints should be sent to Herbert W. Marsh, Head of Evaluation Services, Office of Institutional Studies, University of Southern California, Los Angeles, CA 90007. 193 0022103117810142-0193$02.@OlO Copyright Q 1978 by Academic Press. Inc. Ali rights of reproduction in any Porn? reserved.