Similar as well as dissimilar contextual stimuli increase rated similarity.

Contextual stimuli from one category increase the rated similarity of stimuli from a second category. In Experiment 1, associates of one of the members of pairs of target words increased the rated similarity of the members slightly more than did much less similar contextual stimuli. In Experiment 2, contextual category names and good exemplars increased the rated similarity of pairs of poor to medium target exemplars and were also rated as more similar to these targets than the targets were to each other. In both cases, the category names resulted in the stronger effect. This ability of contextually similar stimuli to increase rated similarity opposes the distance-density and averaging-judgmental theories of the effect of context on similarity. However, the theory that a positive association exists between the perceived similarity of stimuli and the strength of the category to which they belong explains how both contextually dissimilar and contextually similar stimuli can increase rated similarity.