Reversed better-than-average effect in direct comparisons of nonsocial stimuli depends on the set size

Studies on direct comparative judgments typically show that, for items that are positively evaluated, a single item randomly drawn from a larger set of similar items tends to be judged as better than average (the BTA effect). However, Windschitl, Conybeare, and Krizan (2008) demonstrated that, under timing conditions that do not favor focusing attention on the single item, the reversal of the BTA effect occurs. We report two experiments showing that the magnitude of the reversed BTA effect increases as a function of the size of a multiitem referent with which a single item target is compared. Specifically, in direct comparative judgments of the attractiveness of positively evaluated objects (nice-looking cloth buttons, attractive buildings, or cupcakes), underestimation of the attractiveness of singletons, as compared with a multiitem set (reversed BTA effect), increased with the increased set size. Analysis of absolute judgments obtained for singletons and for small and large multiitem sets suggests that, for attractive stimuli, both the reversed BTA effect in comparative judgments and its sensitivity to set size occur as a result of a positive relationship between set size and perceived attractiveness in absolute judgments.