Interactive Multidimensional Scaling of Cognitive Structure Underlying Person Perception

Abstract

A computer-interactive multidimensional scaling (MDS) program (INTERSCAL) was used together with free response methods to represent and label dimensions of individual cognitive structure underlying person perception. INTERSCAL reduced by 40% the number of judgments required by each respondent over traditional complete judgment MDS methods. The dimensional structures derived by INTERSCAL were predictive of semantic differential type judgments, Repertory Grid Test triad judgments, and independent pair-comparison judgments. Typically, one or two dimensions were recovered and were labeled evaluative and potency dimensions, respectively. These dimensional structures were stable within individuals over a period of ten weeks. This pattern of overall consistency implies that particular characteristics of an individual's structure and changes in the relative location of the stimuli over time may be given serious consideration, and that INTERSCAL is an efficient method for scaling such dimensional structures.A person may be thought of as bringing to a situation a cognitive structure which gives organization and meaning to information obtained through perceptions of objects and events. The cognitive structure underlying person perception may be thought of as the processes mediating the perception of the relationships among persons which may include others as well as self (Jones and Young, 1971). It may also be more specifically regarded as the structure which allows the formulation of persons and their actions in terms that are strictly psychological (Heider, 1958;Taguiri & Petrullo, 1958).Models of the individual's cognitive structure frequently afford systematic and parsimonious approaches to person perception, and the notion of an underlying structure which combines and differentiates person information has remained basic to the investigation of person perception. Asch (1946) investigated the manner in which specific traits are combined to form a total impression of a person. His investigation seemed to suggest a dynamic function rather than a simple additive one. Bruner and Taguiri (1954) sought to encourage the investigation of the rules of impression formation which represented the bases of &dquo;lay personality theories&dquo; used by people when interacting with others. Hastorf, Richardson, and Dombusch (1958) specified three aspects of perception as important in the study of interpersonal perception: 1) &dquo;... the qualities of experience in social perception.&dquo; Qualities here correspond to categories or dimensions one &dquo;employs in talking about other people.&dquo; 2) &dquo;... the determinants of these specific experiences.&dquo;at UNIV OF MICHIGAN on June 15, 2015 apm.sagepub.com Downloaded from 156 These would be social psychological variables which correlate with experienced differences among stimulus persons. 3) &dquo;... the consequences of a specific perception.&dquo; That is, what behaviors can be predicted from given sets of categories or dimensions and determinants.Hastorf et al. cite the need ...

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“…First, the methodology is well established as a reliable and generally applicable way to measure individuals' attitudes, preferences and perceptions that result from various real-life experiences [44-46]. For example: within health care, SDM has been used successfully to describe the experiences of patients and caregivers coping with chronic illness, as well as less tangible perceptions such as 'hope' in palliative care settings [47-49].…”

An Assessment of the Role Construct Repertory Test

“…The two versions resulted in a correlation of r = .50. A recent study by Kehoe and Reynolds (1977) indirectly provides some more positive evidence about the concurrent validity of the test. These authors were able to predict Rep Test judgments (based on an early form of the test), using an interactive multidimensional scaling routine.…”