Just How Comparative Are Comparative Judgments?
Three studies investigate comparative judgment processes, examining the circumstances under which judgments tend to concentrate disproportionately on one of the two elements that underlie the comparison (i.e., focused comparisons). Our findings suggest focused comparisons occur at the judgment formation stage but not the information retrieval stage.
Radzevick, Joseph R., and Don A. Moore. "Just How Comparative Are Comparative Judgments?" Organizational Behavior and Human Decision Processes 122.1(2013): 80-91.