Cognitive categorization processes in performance evaluation: Confirmatory tests of two models

Abstract

Abstract We tested a data‐driven ‘traditional’ model and a schema‐driven ‘categorization’ model of rater cognitive processes. Raters viewed one of two videotaped lectures on economics. Next, they completed dimensional and overall performance ratings, and scales designed to measure performance‐based and non‐performance‐based aspects of raters' general impressions. We tested model predictions using a combination of confirmatory factor analysis and single‐equation regression estimates of structural parameters. Neither model received unequivocal support, though results favored the categorization model. We conclude that (a) performance‐based and non‐performance‐based aspects of a rater's general impression can be distinguished empirically, (b) raters' overall impressions of ratees may substantially reflect the integration of performance‐based information, and (c) performance evaluation may be better viewed in the context of ‘evaluation‐based’ rather than ‘memory‐based’ judgments.

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