The subtle difficulties that arise when people evaluate other people had been described back in 1915 by an American psychologist named Edward Thorndike. Thorndike asked U.S. Army officers to rate their men according to some physical trait (“physique,” for example) and then assess some less tangible quality (“intelligence,” “leadership,” and so forth). He discovered that the feeling created by making the first ranking bled into the second: If an officer thought a soldier physically impressive, he also found him impressive in other ways. Switch the order of assessment, and the same problem
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