Codes and Category Norms in Person Perception
Norm theory proposes that impressions of a person can draw on comparative trait labels and memories of particular episodes. A trait label compares the person with others; remembered episodes can establish expectations about that individual’s usual behavior.
THE IDEA
CODES AND CATEGORY NORMS IN PERSON PERCEPTION
The present approach, like several others (Anderson, 1981; Hastie & Kumar, 1979; Higgins & Lurie, 1983; Wyer & Gordon, 1984; Wyer & Srull, 1981), assumes the possibility of dual memory representations – raw memories of episodes and stored codes. Many features of a person can be stored (1) as comparative trait labels, which assign the individual to a position in an interpersonal norm; (2) as a set of episodes that define an intrapersonal norm of behavior for that individual; or (3) in both forms at once. This distinction raises questions about how trait labels are interpreted and how expectations based on a person’s own history are formed and retrieved.
When to use it
In an interview, distinguish a comparison with other candidates from the specific episodes offered as evidence of the person’s behavior.
When evaluating a long-term friend's behavior, you may rely heavily on your accumulated episodes (intrapersonal norms) rather than comparing them to others, especially if you have many shared experiences.
In user research, use the distinction as an analogy when separating broad product labels from accounts of specific experiences.
FROM THEORY TO EVERYDAY LIFE
In practice
Forming an impression of a new colleague
When meeting someone new, you might label them as 'friendly' based on their behavior compared to others (interpersonal norm). Later, you might recall a specific instance where they helped you (intrapersonal norm), which can reinforce or modify your initial label.
Evaluating a friend's consistent behavior
Repeated episodes of a friend’s generosity establish an expectation about that friend. An unusually ungenerous act violates this intrapersonal norm. You can consider it alongside the earlier episodes when deciding whether your impression should change.
A MOMENT TO REFLECT
Put it to work.
How can you distinguish between when you are using a comparative trait label versus recalling specific episodes to form an impression of someone?
Think of a time when a single behavior contradicted your overall impression of a person—which type of norm (interpersonal or intrapersonal) was more influential in updating your assessment?
How might the ambiguity of codes (e.g., vague or conflicting trait labels) affect your first impressions and subsequent judgments of others?
References
- Anderson (1981) — Anderson (1981)
- Hastie & Kumar (1979) — Hastie, R. & Kumar, P. (1979)
- Higgins & Lurie (1983) — Higgins, E. T. & Lurie, L. (1983)
- Wyer & Gordon (1984) — Wyer, R. S. & Gordon, S. E. (1984)
- Wyer & Srull (1981) — Wyer, R. S. & Srull, T. K. (1981)
CONTINUE THE CONVERSATION
Source texts
- Heuristics and Biases The Psychology of Intuitive Judgment (Thomas Gilovich, Dale Griffin, Daniel Kahneman)