Oliver C.S. Tzeng

Cross-Cultural Comparisons on Psychosemantics of Icons and Graphics

Abstract This study is to report a cross-cultural comparison on perceptions of icons and graphics and their relationships. Data were ratings of 10 icons and 10 graphics against 21 bipolar semantic differential scales from 325 college students in three countries, Mexico. Columbia, and Japan. Cross-cultural factor analyses resulted in the identification of four semantic (three affective and one denotative) features, three icon factors, and three graphic factors. Indigenous cultural means of these iconic and graphic factors were computed and used to probe cross-cultural similarities and differences in perceptions. Psychosemantics of icon factors wm further predicted by graphic factors through canonical correlation. This study concludes the importance of implicit cultural meanings of nonverbal figures in intercultural communications. The implications of this study are also discussed.

Three-Mode Multidimensional Scaling with Points of View Solutions.

In the area of multidimensional scaling research, the three most popular models are Tucker and Messicks (1963) Points-of-View, Carroll and Changs (1970) INDSCAL, and Tuckers (1972) Three-Mode procedures. However, each of these models has some theoretical and/or methodological difficulties in application to the real world. In this article, a new quantitative model, called 3M-POV, has been developed by combining the Three-Mode and Points-of-View models into a single analytic procedure. While the strengths of all three models have been kept, their difficulties have been eliminated. The present procedures have potential applicability to various context domains in social and behavioral research. For illustration, Osgood et els (1975) indigenous inter-concept distances among 22 kincepts form 28 language/culture communities have been applied and resulted in very interesting solutions.

A Comparative Evaluation of Four Response Formats in Personality Ratings

Four basic response formats that are most frequently used in personality ratings were distinguished in terms of two psychometric criteria—the neutral response option and hierarchical gradients on the underlying measurement continuum. Theoretical discussions of their relative superiorities were substantiated by a comparative evaluation of empirical personality ratings under different formats for the same PRF scale items. Results indicated the existence of three types of inter-format relationships for all personality dimensions measured. In addition, the free-choice discriminating format was found to be the most appropriate for future personality and trait attribution research. Finally, implications were made concerning the validity and utility of various measurement instruments using different response formats.