Biased assimilation: The role of source position

Biased assimilation is the tendency, to evaluate belief-consistent information more positively than belief-inconsistent information. Previous research has demonstrated that biased assimilation is due to an inconsistency between an argument and the recipient's position toward this argument. The present research revealed that an inconsistency between a source's position (independently of the argument) and the recipient's position is also responsible for biased assimilation. In two studies, participants evaluated arguments stated by a politician. Party affiliation of the politician was correctly labeled, incorrectly labeled, or not labeled. The politicians' arguments were evaluated more favorably by their respective voters when party affiliation was correctly labeled. This biased evaluation diminished when party affiliation was not labeled and even slightly reversed when party affiliation was incorrecctly labeled. Copyright (C) 2008 John Wiley & Sons, Ltd.