Negation Bias Of Linguistic And Its Effect On The Impression Valuation

Negative statement as an important way to express one’s mind is associated with internal cognitive. When faced with stereotype-inconsistent information, people will use more negative statements, which phenomenon we called negation bias. Language has cultural and social attributes. Is there a negative bias in the context of Chinese? Did negative bias do the same in different situation and to different objections? And how the stereotypic expectancy affect the negation bias? This paper designed three researches to solve those questionsStudy one, we use fixed paradigm and free reaction model to verify the negative bias under Chinese communication background. Two-Way ANOVA shows that the main effect of rigid expectations consistency is significant, namely, when facing with the information that different with the stereotype-inconsistent information, subjects used more negative description, verify the existence of negative bias in Chinese communication. And also the result shown that the negative bias is more likely to occur in communicate of "human" situation.Study two, combined with the stereotype content model (SCM), and explore difference in warmth and competence dimensions. Study using a fixed response paradigm, to investigate the differences in stereotype-consistent situations or stereotype-inconsistent situations, the participants on the warmth and competence to two dimensions the usage of negative sentences. The result verify the stereotype-consistent and dimensions interaction effect significantly, on the competence dimension, describe the situation and stereotype consistent or not there was no significant difference between the negative sentences. On the contrary, under the dimension of warmth, describe the situation and stereotype consistent or not significant difference exists among the use of negative sentences. Study have shown that negative bias occurs mainly in the evaluation of warmth dimension information.Study three was designed to explore the effect of negation bias, exactly negative statement effect the impression evaluation of information sender. Research use the semantic differential scale to measure the impression of information sender from two dimensions of warmth and competence. Results shown that negation bias effect the evaluation of impression. And this effects moderated by the behavior valence and information relevant to the dimension (warmth, competence). So the rational use of negative statements in interpersonal communication is the important way to maintain an important impression.Through those three researches, negation bias also exists in Chinese communication background, especially the information of warmth dimension. Moreover, negation bias effect the impression evaluation.