The change-of-standard effect: distorted standards and adjusted impressions.

Previous accounts of the memory distortion known as the change-of-standard effect hypothesize that participants form a relative impression of a target at encoding and later use that impression with the average of all items to recall the target (Higgins & Lurie, 1983). In three experiments, we investigated the standard and the integration of the standard with the relative impression. Experiments 1 and 2 show that participants' subjective average at recall is distorted toward recent stimuli: It is computed when required and is therefore affected by the items' accessibility at that time.