Two Types of Factors in the Analysis of Semantic Differential Attitude Data

Abstract

Evidence is presented for the existence of two types of factors when semantic differential data are factor analyzed by treating each concept-scale com bination as a variable: (1) factors defined by scales within given concepts and (2) factors defined by scales across concepts. These two types of factors were found for each of two independent data sets. The findings suggest changes in the procedures in vestigators typically use to select scales, to analyze their three-dimensional array, and to obtain at titude scores.