Absolute versus comparative responses

Absolutes response concerns with a particular stimuli. It refers to some indication of neutrality and much easier, faster to conduct. Comparative response relatives two or more stimuli. People are almost invariably better at making comparative responses than absolute response. This is because there is a frame of reference problems present to at least some extent in a absolute responses that is avoided in comparative responses.

People rarely make absolute judgments in daily life, since most choices are inherently comparative. There are few instances which it make sense to employ absolute judgments. One is when absolute level is important, as in attitudes towards various ethnic groups. Rank various groups from most to least preferred.

Absolute responses are important when some indicator of neutrality is needed such that people who are more neutral for candidate in elections are probably more susceptible to influence and change than those who have clear responses.