Two studies examine conditions under which context information that is cognitively accessible and relevant to interpretation of an ambiguous target stimulus is primarily used as an interpretation frame (and leads to assimilation) or as a comparison standard (and leads to contrast). The currently dominating perspectives explain context effects in terms of the perceived extremity and appropriateness of context information. In the present studies, it is demonstrated that, beyond extremity and appropriateness, whether context information instigates assimilative interpretation or contrastive comparison processes may depend on three additional factors: (a) categorical context-target similarity, (b) perceived distinctness of the context information, and (c) relevance of the context information to the dimension on which the target will be judged.
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