A multidimensional scaling and semantic differential technique study of the perception of environmental settings

Abstract

Abstract.— Multidimensional scaling is compared with the semantic differential technique (SDT) as methods for dimensional analysis of the perception of environmental settings. In one experiment employing as stimuli SDT scales used in previous experiments a General Evaluation, a Social Status, a Potency, a Closedness, and an Affection factor were found for both methods. A Unity and a Complexity factor merged into a single factor, an Originality factor was only found for multidimensional scaling. In a second experiment employing as stimuli perspective drawings of urban and suburban settings, the results differed in that the General Evaluation, the Social Status, the Closedness, and the Unity/Complexity factors were found for the SDT, and only the first two for multidimensional scaling. Further experiments with other stimuli and methods of representation are needed in order to draw firm conclusions regarding the correspondence between SDT and multidimensional scaling results within the area under consideration.