In a recent article, Igou and Bless (2005) presented evidence that the “dilution effect” (e.g., Nisbett, Zukier, & Lemley, 1981) is based on adherence to a conversational rule (maxim of relation; Grice, 1975). Kemmelmeier (2007) challenges this conclusion, arguing instead for a motivational explanation for the dilution effect. This response addresses Kemmelmeier's critique of Igou and Bless's research and illustrates limitations to his motivational approach.
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