Abstract
This research examines further the hypothesis that subjects tend to allot figures to the negative poles of constructs approximately 38 per cent of the time (Benjafield & Adams‐Webber, 1976). Sixty Canadian undergraduates (30 women and 30 men) judged 20 nonsense words (e.g. JOHZAN) as if these were the names of people on 20 bipolar constructs. Ten of these constructs contained positive poles which were E+ and negative poles which were E‐ (e.g. kind‐not kind) and the other ten constructs had positive poles which were E‐ and negative poles which were E+ (e.g. sad‐not sad). These procedures were developed by Eiser & Mower White (1973). The results of this experiment, and a reanalysis of those of Eiser & Mower White, clearly supported the hypothesis.
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