The relevance appraisal matrix: Evaluating others’ relevance.

Abstract

People seek to detect who facilitates and who impedes their goal pursuit. The resulting relevance appraisals of opportunity and threat, respectively, can strongly shape subsequent social judgment and behavior. However, important questions about the nature of relevance appraisals remain unanswered: Are relevance appraisals unidimensional or multidimensional? Are people evaluated as generally posing opportunities and/or threats, or as dynamically relevant depending on perceiver goals? We test two hypotheses. First, we propose that opportunity and threat are appraised independently, rather than as endpoints of a single dimension. If so, then others can be evaluated as (a) facilitating a goal, (b) impeding a goal, (c) both facilitating and impeding a goal, or (d) neither facilitating nor impeding a goal. Second, we hypothesize that relevance appraisals shift dynamically with perceiver goals. For example, a single person may be appraised as facilitating one's mate-seeking goal, but as neither facilitating nor impeding one's self-protection goal. In two studies, participants rated the extent to which a variety of targets (e.g., a doctor, a 5-year-old child) pose threats and opportunities to different goals. Confirmatory factor analyses support both hypotheses. We also explore relationships between the Relevance Appraisal Matrix and the stereotype content (Fiske et al., 2002) and ABC (Koch et al., 2016) models of stereotypes, finding evidence that relevance appraisals are distinct from stereotypes of group attributes. In sum, we provide a framework for understanding the structure of relevance appraisals: A central and consequential, yet dynamic and relatively understudied, aspect of social cognition.