The Relationship Between Expertise and Evaluative Extremity: The Moderating Role of Experts' Task Characteristics

Past research has yielded contradictory results with regard to the relationship between expertise and evaluative extremity. The authors suggest that this apparent contradiction is due to the task characteristics of the expert activity. The primary task of certain experts is to formulate overall (configural) judgments and to generate clear, unambiguous answers. These experts tend to give relatively extreme evaluations. Other experts generally communicate the implications of the different choice alternatives and explain featural aspects of the stimuli. These experts are characterized by relatively moderate evaluations. The research reported in this article shows that experts whose expert activity involves configural judgments tend to make more extreme evaluations than experts who generally provide others with featural explanations. It also demonstrates that experts' task characteristics affect the way they store stimulus-relevant attributes in memory.