Sometimes it does hurt to ask: The constructive role of articulating impressions

Decisions can sometimes have a constructive role, so that the act of, for example, choosing one option over another creates a preference for that option (e.g., Ariely and Norton, 2008, Payne et al., 1993, Sharot et al., 2010, Sherman, 1980). In this work we explore the constructive role of just articulating an impression, for a presented visual stimulus, as opposed to making a choice (specifically, the judgments we employ are affective evaluations). Using quantum probability theory, we outline a cognitive model formalizing such a constructive process. We predict a simple interaction, in relation to how a second image is evaluated, following the presentation of a first image, depending on whether there is a rating for the first image or not. The interaction predicted by the quantum model was confirmed across three experiments and a variety of control manipulations. The advantages of using quantum probability theory to model the present results, compared with existing models of sequence order effects in judgment (e.g., Hogarth & Einhorn, 1992) or other theories of constructive processes when a choice is made (e.g., Festinger, 1957, Sharot et al., 2010) are discussed.