Context Effects in Performance Evaluation: The Impact of Ratee Sex and Performance Level on Performance Ratings and Behavioral Recall

Abstract

We extend the research on context effects in performance evaluation by examining the impact of ratee sex and context performance level as moderators of context effects in performance ratings and in the recall of performance information. Subjects (N= 269) rated the performance of an average performer (male or female) alone or following a low or high performing context (male or female). We found significant differences in the magnitude of contrast effects for an average target ratee as a function of both target ratee sex and performance level. These differences were found for both performance ratings and the evaluative content of performance information recalled.