Abstract
A three-mode factor analysis was applied to the semantic differential ratings by 100 subjects of 20 concepts on 76 bipolar adjeotival scales. Four scale factors, five concept factors, and two subject factors emerged f m the analysis. On the basis of the interrelationships among these three types of factors it was concluded that different types of subjwts tend to utilize the basic scalar dimensions of meaning in different ways when applying khese scales across concepts. Further, thris differential application of scale dimen- sions varied with the class of concept being rated.
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