A factor analytic study of Negro and white responses to advertising stimuli
In order to develop a method for determining group reaction to advertising and mass media concepts, 93 white (W) and 88 Negro (N) Ss judged 10 advertising-type stimuli on a 22-scale semantic differential. Factor analyses yielded a scale structure and a concept structure. Ns and Ws had a similar scal...
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| Veröffentlicht in: | Journal of applied psychology 1965-08, Vol.49 (4), p.274-279 |
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| container_end_page | 279 |
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| container_issue | 4 |
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| container_title | Journal of applied psychology |
| container_volume | 49 |
| creator | Barban, Arnold M Grunbaum, Werner F |
| description | In order to develop a method for determining group reaction to advertising and mass media concepts, 93 white (W) and 88 Negro (N) Ss judged 10 advertising-type stimuli on a 22-scale semantic differential. Factor analyses yielded a scale structure and a concept structure. Ns and Ws had a similar scale structure. The concept structure revealed that Ws distinguished between "typical" advertising stimuli and those with racial overtones; while Ns, on the other hand, treated all concepts similarly on the first factor. The present approach determining the semantic and "conceptual" structure in separate factor analyses may be applicable to other problems involving the semantic differential. |
| doi_str_mv | 10.1037/h0022454 |
| format | Article |
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| identifier | ISSN: 0021-9010 |
| ispartof | Journal of applied psychology, 1965-08, Vol.49 (4), p.274-279 |
| issn | 0021-9010 1939-1854 |
| language | eng |
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| source | MEDLINE; EBSCOhost APA PsycARTICLES; Periodicals Index Online |
| subjects | Advertising Advertising as Topic African Americans Black People European Continental Ancestry Group Factor Analysis Factor Analysis, Statistical Human Humans Mass Media Perception Psychology, Applied Semantics White People |
| title | A factor analytic study of Negro and white responses to advertising stimuli |
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