On-line versus memory-based processing: The role of ‘need to evaluate’ in person perception

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.