The "Positivity Bias" inEvaluations of Public Figures:Evidence Against Instrument Artifacts

The "positivity bias" is a term used to describe the consistentfavorable evaluation of public figures found in surveys overthe past 40 years. This paper explored several possible artifactualexplanations for this bias,focusing on the survey instrumentitself. Two experiments varied the labeling and ordering ofscale endpoints, the affective value of the initial contextevaluated, and the presence or absence of a prestigious jobtitle associated with the nameof the public figure. None ofthe variations produced significantly different levels of positivitythan the standard control condition used in each experiment.RichardR. Lau is a graduate student in social psychology at the Universityof California, Los Angeles. David O. Sears is Professor of Psychologyand Political Science at UCLA. Richard Centers is Professorof Psychology at UCLA. This research was supported in part byGrant #SOC73-09153 A03 from the National Science Foundationto David O. Sears. The authors wish to expess their thanks toMark Williams, who did most of the coding and checking involvedin the survey.