Like other aspects of our social perceptions and attributions, impression forma- tion does not follow the rules of cold logic. Weighted averaging may describe the way most people combine different traits, but the whole process begins with a warm-blooded human perceiver, not a computer. Thus, certain deviations from the “arithmetic” are inevitable.
Perceiver Characteristics To begin with, each of us differs in terms of the kinds of impressions we form of others. Some people seem to measure others with an intellectual yardstick; others look for physical beauty, a warm smile, a good sense of humor, or a firm handshake. Whatever the attribute, each of us is more likely to notice certain traits than others. Thus, when people are asked to describe a group of target individuals, there’s typically more overlap between the various descriptions provided by the same perceiver than there is between those provided for the same target. Part of the reason for differences among perceivers is that we tend to use ourselves as a standard, or frame of reference, when evaluating others. Compared with the inert couch potato, for example, the high-energy ath- lete is more likely to see others as less active.
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