A METHODOLOGICAL STUDY OF BEHAVIORAL AND SEMANTIC DIFFERENTIAL SCALES RELEVANT TO INTERCULTURAL NEGOTIATIONS.
Abstract
One hundred and fifty students, including 84 white male and 66 Negro male Ss, rated 32 complex person stimuli on 18 Behavioral Differential (BD) and 19 Semantic Differential (SD) scales, as well as 24 socio-political issues on a set of 10 DS scales. The BD scales were selected for their relevance to intercultural negotiations between the two subject groups; the SD scales were selected for their appropriateness in rating person stimuli and issues, as opposed to more general SD scales. The scales, stimuli and subjects generated a cube of data such that variation in any of the three faces of the cube could be a source of variation in factor structure. The techniques for dealing with this three-way correlational and factorial problem were described. Factor analyses of scales were performed; analyses of variance of the factorial design of the stimuli were performed for each scale factor, and comparisons were made between the two subject populations. Factor analysis of the BD scales yielded, among others, a Cooperation factor which, it was felt, might be a particularly important predictor variable in intercultural negotiations. Factor analysis of the SD scales used to judge person stimuli yielded five interpretable factors closely paralleling those found by Osgood and Ware in their work with the Personality Differential. Factor analysis of the scales used to judge issues yielded three factors specific to this domain of stimuli. A comparison of the results obtained from the white and Negro subjects was made, and the factorial similarity of the scale factors for the two S types was measured by the coefficient of congruity. (Author)
Document Details
- Document Type
- Technical Report
- Publication Date
- Jun 01, 1966
- Accession Number
- AD0643274
Entities
People
- Earl E. Davis
Organizations
- University of Illinois Urbana–Champaign