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New research by a team of gucci outlet psychologists from Canada, Belgium, and the United States shows there is more than a literal truth to the saying that 'you never get a second chance to make a first impression'. The findings suggest that new experiences that contradict a first impression become 'bound' to the context in which they were made. As a result, the new experiences influence people's reactions only in that particular context, whereas first impressions still dominate in other contexts. "Imagine you have a new colleague at work and your impression of that person is not very favourable" explains lead author Bertram Gawronski, Canada Research Chair at The University of Western Ontario. "A few weeks later, you meet your colleague at a party and you realize he is actually a very nice guy. Although you know your first impression was wrong, your gut response to your new colleague will be influenced by your new experience only in contexts that are similar to the party. However, your first impression will still dominate in all other contexts."

According to Gawronski, our brain stores expectancy-violating experiences as exceptions-to-the-rule, such that the rule is treated as valid except for the specific context in which it has been violated.

To investigate the persistence of first impressions, Gawronski and his collaborators showed their study participants either positive or negative information about an unknown individual on a computer screen. Later in the study, participants were presented with new information about the same individual, which was inconsistent with the initial information. To study the influence of contexts, the researchers subtly changed the background color of the computer screen while participants formed an impression of the target person.