The Effect of Image Features on the Activation of Archetypes

Abstract

Viewers ( N = 312) were randomly assigned to rate one of three sets of 10 symbolic images ( M = 30). Exploratory and confirmatory factor analysis reduced 57 evaluative items down to eight archetypes, a factor-structure that replicated across the three sets of images. Exploratory and confirmatory factor analysis reduced 30 images down to four belief structures, factors that replicated across the eight archetypes. Correspondence analysis was used to map the images and items upon two dimensions of orienting that assessed relevance. The two dimensions of orienting were spatial focus and event focus. The spatial focus dimension consists of a self-to-environment continuum. The event focus dimension consists of an avoid-to-approach continuum.