Judgements of the value or likelihood of a focal object or outcome have been shown to vary dramatically as a function of whether judgement is based on selective or comparative processing. This article explores the question of when selective versus comparative processing is likely, and demonstrates that as motivation and opportunity to process information carefully (operationalised as accountability and time pressure, respectively) decrease, the likelihood of selective processing increases. Moreover, we document how individuals manage to render judgements when in selective (...) processing mode by relying on categorical knowledge. (shrink)