Abstract
Previous research has approached the confounding of desirability and description in self-description and in trait inference. The present study attempted to determine the extent to which subjects constructing bipolar rating scales confound these two dimensions. Subjects ( n = 174) were given 48 sets of adjectives from which to construct bipolar rating scales to describe people-related concepts. One adjective was given as marking one end of the scale and the subjects were to choose one of two adjectives which would result in the best bipolar scale. The two choices always consisted of a socially desirable and a socially undesirable option. The results indicated that subjects systematically chose the adjective which not only represented the other end of the content dimension but also was opposite in desirability from the endpoint which was given. This finding is strongest when a socially undesirable endpoint is given.
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