Evaluative Meanings of Adjectives In Vitro and in Context: Some Theoretical Implications and Practical Consequences of Positive-Negative Asymmetry and Behavioral-Adaptive Concepts of Evaluation

Consistent with a theory stressing the behavioral-adaptive function of cognitive-affective biases, evaluative meanings of adjectives in isolation were found to reflect the meanings endorsed by the adjectives in positive rather than in negative contexts. Dramatic shifts of meaning were observed in negative contexts. However, those negative context effects seemed restricted to one specific evaluative dimension (good/bad for the self or “self-profitability”) that was to be distinguished from another, more genuinely evaluative, dimension (good/bad for others or “other-profitability”). The psychological relevance of both dimensions is established and practical implications regarding the construction and interpretation of evaluative rating scales are presented.