The Norm of Even-Handedness in Surveys as in Life
作者利用四个过往的分问卷实验数据，证明调查中存在一种“公平规范”，就像在日常生活中一样：当两个竞争方被放在一起考虑时，人们对它们的评价会比单独考虑时更一致。第五个实验部分证实了这一理论，但也显示该规范可能只产生单向影响。第六个实验则强调，用“需要心理一致性”来解释这种效应过于模糊；只有当一致性被赋予规范性的定义和方向时，情境效应才会出现。最后，作者尝试识别最易受情境效应影响的人群，但认为还需要更多证据才能完全理解这一点。
Results from four past split-ballot experiments are drawn on to show that a norm of even-handedness operates in surveys much as it does in the rest of life: contextual linkage leads to greater consistency in the treatment of two competing parties than would occur if each were considered in isolation. A fifth experiment, developed to test this theory, provides partial confirmation but also evidence that the norm can create effects in one direction only. In addition, a sixth experiment is reviewed which emphasizes the fact that a presumed needfor psychological consistency is too vague a description of the Jorces at work. Only where consistency receives normative definition and direction does the context effect occur. Finally, an attempt is made to specify types of persons most susceptible to the context effect, but further evidence will be needed in order to achieve more complete understanding on this point.