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1. Standards and Expectancies: An Introduction and Overview. 2. Judging Others and the Self: Contextual factors affecting assimilation and contrast. 3. Models of Assimilation and Contrast. 4. Self and Other Exemplars as Standards for Judging Others. 5. Stereotypes and Stereotyping of Others. 6. Beyond Assimilation: Toward a Broader View of Stereotyping Effects. 7. Internalized guides as standards for judging the self. 8. Stereotypes as Standards for Judging the Self: Self-stereotyping. 9. Other People as Standards: Social Comparison. 10. Conclusion: Assimilation and Contrast Revisited.