Abstract
Subjects made potency judgments of the sentence subject in 128 items such as “Bill hurt the coward,” and “Joe helped the gentle man”. The verbs and objects used in constructing stimuli varied widely in their evaluative and potency characteristics. Seventyfour percent of the variation in the mean in-context potency ratings was accounted for by an equation of the form: In-context potency = −a + bV P + V e (cO e − dO p ) , where a, b, c , and d are positive constants, and V p , O p , V e , and O e refer to the potency and evaluative ratings of isolated verb and object components. Several implications of the equations are discussed in terms of belief in a “just world”, ingratiation, appeasement and threat of retaliation.
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