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Previous studies of mass media in many countries have confirmed that images of women are stereotypical and unrealistic, particularly in television advertising. This study was designed to analyze the representation of gender roles in Korean television advertising and to compare the results with previous studies conducted in other countries. A sample of 878 Korean television advertisements from the MBC network in 2001 was content analyzed. Findings indicate that women in Korean television advertising were portrayed as young (48.2%), as dependent (37.5%), and as nurturing children (12.1%); they were often depicted in the home (37.2%). These stereotypical images of women have been found in television advertising in many countries. Korean society has changed a great deal in recent decades, but the images we analyzed do not reflect the current situation. Therefore, television commercials are a lagging social indicator of role changes.

A traditional approach to intensity scaling, using ratings on a 9‐point category scale was compared to a method that combined elements of ranking called Rank‐Rating. The latter method forced judges to retaste stimuli whose tastes they had forgotten and accordingly reduced discrimination errors, thus increasing ability to discriminate.

The range of scores elicited by a structured, an unstructured and a 'labelsonly' version of the 9-point hedonic scale were compared using consumersfrom USA, Japan and Korea. It was found that the unstructured scale elicited a wider range of scores for American and Japanese consumers. Afrer correction for hedonic ranges, it was found that Japanese had smaller ranges of scores on all three scales, although the effect was less pronounced for the unstructured scale. The Korean consumers were the exception. Their ranges were less than Americans but their ranges on the unstructured scale did not increase. The results were discussed in terms of the effects of inhibition of use of categories by the scale labels, effects of translation from the English, psychophysical style and order efsects.

For the triangle, duo‐trio, same‐different and 2‐AFC methods, using a model system, mean d′ values for the same subjects, discriminating between the same taste stimuli, were not significantly different. This confirmed the postulated cognitive strategies used for these methods in their respective Thurstonian/signal detection models. Introduction of perceptual variance as a result of the effects of sequences of tasting within a test, forgetting stimulus perceptions and τ‐criterion variation resulted in the 2‐AFC eliciting a significantly higher d′ than the other three methods. Yet, after a warm‐up procedure, which not only significantly increased values of d′ for all methods but also aligned subjects' τ‐criteria, the same‐different test had a d′ comparable to that of the 2‐AFC, while both d′ values were significantly higher than those of the triangle and duo‐trio. This suggested that effects of memory were more important those of sequence of tasting.

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Judges rated the intensity of NaCl solutions using magnitude estimation and the labeled magnitude scale. They performed under four response conditions that varied in reliance on memory: (1) verbal response, (2) written response with no retasting and the response sheet removed, (3) written response with a single response sheet which allowed past scores to be reviewed and amended but with no retasting, (4) the same as ‘3’ but with retasting. Discrimination errors tended to decrease from conditions ‘1’ through ‘4’ yet the major and significant effect was allowing judges to retaste stimuli. The effects of how forgetting lowered discrimination were discussed in the context of experimental design and the absolute versus relative cognitive models of scaling.