Abstract
The following paper reports an experimental study of what is, for brevity, termed ‘evaluation’—i.e., the degree of approval or disapproval accorded by the subjects tested to certain familiar concepts, such as ‘honesty’, ‘kindness’, ‘pleasure’, ‘money’, ‘religion’, and the like. The method used was a ‘semantic differential’ test, given to 128 girls aged 14 to 15. Forty‐eight concepts were presented for evaluation, and seven evaluative scales—each with seven grades or points—were used. The mean evaluative scores for each concept were correlated over all the persons tested. The correlation matrix was analysed by the method of principal components; this furnished a first component which was identified as a factor of ‘general evaluation’. A rotation according to the Varimax criterion was then applied, and yielded five orthogonal factors which apportioned the variance more evenly. A psychological interpretation is suggested for each of these factors so obtained.
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