This is the accepted version of the paper.This version of the publication may differ from the final published version. Payne, Bettman & Johnson, 1993;Sharot, Velasquez, & Dolan, 2010;Sherman, 1980). In this work we explore the constructive role of just articulating an impression, for a presented visual stimulus, as opposed to making a choice (specifically, the judgments we employ are affective evaluations). Using quantum probability theory, we outline a cognitive model formalizing such a constructive process. We predict a simple interaction, in relation to how a second image is evaluated, following the presentation of a first image, depending on whether there is a rating for the first image or not. The interaction predicted by the quantum model was confirmed across three experiments and a variety of control manipulations. The advantages of using quantum probability theory to model the present results, compared with existing models of sequence order effects in judgment (e.g. Hogarth & Einhorn, 1992) or other theories of constructive processes when a choice is made (e.g. Festinger, 1957;Sharot et al., 2010) are discussed.
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