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A CLUSTER. ANALYSlS
0F TRAITS PERTAINING TO THE
MARKETING ORIENTATION

Thesis for the Degree of M. A.

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ABSTRACT

A CLUSTER ANALYSIS
OF TRAITS PERTAINING
TO THE MARKETING ORIENTATION

By
Cynthia Louise Haas

The goal of this study was to replicate Lessin's (1968)
cluster analysis of his marketing orientation inventory. and to
investigate sex differences in clusters.

In his research. Lessin developed an inventory designed to
measure Erich Fromm's (19h?) marketing orientation. After collecting
data on his inventory, he then cluster analyzed data in anhattempt
to learn about the structure of the marketing orientation. However,
he never thoroughly investigated data from females.

In this research. data were collected from a larger sample of
males and females using an enlarged version of Lessin's inventory. .
After preliminary analyses showed that Lessin’s clusters did not
clearly'emerge on my male or female data. new clusters were built.
These new clusters were developed emphasizing the creation of
clusters that were tight in content and statistically parallel.

Nine clusters were found--SThTUS, ACQUIESCENCE, HARDNESS,
SOCIAL WINANCE, PEOPLE LIKE ME, IDNER, ARTSY, SUPERFICIAL, and
QUICKNESS. A description of each cluster and its subclusters '
based on their content was followed by an investigation of the

correlations among these clusters.

Cynthia Louise Haas

These new clusters were then separately applied to the male
and the female data in order to determine what sex differences existed
in correlations among clusters. Important differences were described
and interpretations were suggested.

Concluding remarks included a brief comparison of Lessin's
clusters and mine. Opinions concerning the adequacy of the new items
and clusters were presented. Finally, the general topic of the
value and uses of cluster analysis in investigating sex differences

was discussed.

A CLUSTER ANALYSIS
OF TRAITS PERTAINING TO
THE MARKETING ORIENTATION

By
Cynthia Louise Haas

A THESIS

Submitted to
Michigan State University
in partial fulfillment of the requirements
for the degree of

{ASTER OF ARTS

Department of Psychology

1973

To Bob Gurney and Jay Williams

ii

TABLE OF CONTENTS

INTRow CI‘ION O O O 0 O O O O O O O O O O O 0 C 0

MEmOD O O O l O O O O O O O O O O O O 0 O 0 0 .

The Haas Version

of the Marketing Orientation Questionnaire

Subjects. Data Collection.

and Data Cleaning Procedures

RESULTS OF CLUSTER ANALISIS
RELATIONS AMONG CLUSTERS . .

Relations Among Clusters '
in the Combined sample

Differences in the Male
and Female Samples .. .

CON chIONS O O O O O 0 O O

BIBLIOGRAPHY . . . . . . . .

APPmDIc-“r’ O O O O O O O O 0

Criteria for Developing Clusters .

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21

21
30
36
45

Introduction

For his dissertation research. Lessin (1968) developed in inventory
designed to measure Erich Fromm's marketing orientation (Fromm. 1947).
Lessin's goal was to investigate the structure of his scale-~to deter-
mine whether the marketing orientation can be considered a unitary char-
acteristic or whether the marketing orientation is more fruitfully con-
sidered a conglomeration of personality and behavioral characteristics.

In a factor analysis of data from.125 males and females he found a
”moderate" loading on sex and he found that.males and females had dif-
ferent patterns of loadings on other factors. As Lessin notes (p. 26)
he did not consciously attempt to select or compose items equally appli-
cable to males and females. nor did Fromm (19h?) actively describe or
give many examples of the marketing orientation as manifested specifi-
cally in women. Lessin decided. therefore, to collect additional data
from males and to limit his investigation to data from a male sample.

As a result. his specific conclusions may have limited application.

I decided to learn whether Lessin's clusters would hold up on a
sample of females.

Data was collected for a larger sample (181 females and 151 males)
using an enlarged version of Lessin's questionnaire. Twenty newly written
items were included in the questionnaire given to this larger sample.
These items were written so as to parallel some of Lessin's items (and
thereby increase reliability) or to provide alternate items lacking
specific reference to sex.

In preliminary analyses. Lessin's clusters did not show up on my

female or male data. After closer inspection of the items in Lessin's

clusters. it also seemed that the content of his clusters was very
heterogeneous.

This led me to begin developing new. tighter clusters. with the
sexes analyzed separately. No important differences in item groupings
between the sexes was obvious.

At this point. a decision was made to combine male and female
samples and to develop clusters based on all subjects. The newly
written items were included in these clusters. Again. the emphasis
was on developing clusters with very specific content.

By developing clusters on the combined group. it would be possible
to examine the correlations among clusters separately for males and for
females. and to determine whether sex was correlated with any of the
clusters. Because the content of the clusters would be the same in each
sample and the content of the clusters could be described closely. it
might be possible to suggest why these sex differences occurred.

Although a stimulus for this research was the marketing orientation
as measured by Lessin's questionnaire. the emphasis here will be on examin-
ing relations among newly developed clusters and the sex differences

observed in these relations.

Method

The Haas version of the Marketing Orientation Questionnaire fiMOQ)

The scale used in this research differed from Lessin's version in
the following respects: 1) Lack of buffer items: 2) Inclusion of newly
written items related to the marketing orientation: 3) Inclusion of
biographical information: and h) Differences in scale options allowed
for answering items.

Lessin states that the questionnaire he administered contained 20
buffer items from Domhoff's (196“) scale of Fromm's character orienta-
tions. He included these. with the strongest concentration at the begin-
ning of the scale. in order to reduce the tendency to develop a response
set (Lessin. p. 22). They were not included in my questionnaire because
1) they would have made my scale too long: 2) I didn't know exactly what
he included: and 3) I was not convinced that any additional heterogeneity
was needed as a means of avoiding establishing a response set. or that
establishing a misguided response set is a desirable means of coping with
the response set problem.

Twenty additional items (those numbered 71 to 90) were written by
members of an undergraduate psychometrics course and me. Each class
member received an edited version of Fromm's description of the market-
ing orientation along with Fromm's listing of the characteristics he
believed to be associated with that orientation (see Fromm. 1947. PP.
71-85. 121). After discussing the orientation we individually tried to
write items pertaining to the content of the marketing orientation.

Goals of this item writing included creating items with content parallel-
ing Lessin's and which were not heavily laden with references to the acti-
vities of only one sex. (The items of the MOQ are listed in Appendices

A and B.)

Seventeen biographical items appeared at the end of the question?
naire. They have not been analyzed for this research.

All items designed to measure the marketing orientation were scaled
using a five point Likert scale (1=strongly agree. 5=strongly disagree).
Lessin used a seven point Likert scale. but did not allow his subjects

to choose the middle ("neutral" or "undecided") category.

Subjects L Data CollectionJ and Data Cleaning Procedures

The data were collected in different years using two somewhat dif-
ferent procedures. Data for males and females were collected on each
occasion.

In the Fall of 1970. a group of students in an undergraduate psycho-
metrics class helped me to gather data on the HOQ. Before gathering the
data that are included in this analysis. we engaged in a trial run to
help us anticipate problems. to function efficiently. and to determine
whether items in the biographical portion of the questionnaire were dif-
ficult to understand. Based on this trial run. we learned. for example.
that it is better to substitute the phrase "brothers and sisters" for
the word "siblings."

The data in this 1970 sample were collected in one evening by
merely walking through dormitories at Michigan State University and
asking people in the rooms whether they were willing to answer a ques-
tionnaire. Those who said that they were willing were given materials
for answering the MOQ and were told that the researcher would return to
pick up the completed materials in about 45 minutes. A large majority
(exact proportion is unknown) of those answering their doors agreed to

answer the questionnaire. as did some of their guests. On this same

evening. one of the researchers also collected data from "several"
"college age" people living in apartments near the Michigan State
University campus.

In the Winter of 1972. additional data were collected by offering
research credit to students in introductory psychology courses At Michi-
gan State University. These subjects were recruited during their regular
class meetings and told that they could take home the questionnaire
materials and return them at a later class meeting for research credit.

The packet of materials given to these 1972 subjects contained
three sets of instructions for answering the MOQ (see Haas. 1972) and a
questionnaire which is not reported on here. Subjects were given the
Option of responding to some or all of the materials depending on how
much research credit they wished to earn with the following restriction.
Subjects wishing to answer the MOQ for credit were specifically instructed
to answer the questionnaire using "Form 1" instructions first. The Form 1
instructions merely told the subjects to answer the questionnaire using
the directions given on the front page of the M01. These directions and
the questionnaire were identical to those given to the 1970 sample.

Data from subjects who left more than two questionnaire items blank
were thrown out. For data sheets with one or two blanks. the middle
category (i.e.. "3" in a l to 5 scale) of response was filled in to
avoid having blanks scored as zero. Any scoring sheet that appeared to
have been filled in capriciously (e.g.. all responses the same. responses
patterned l. 2. 3. h. 5. 4. 3. 2. 1. . . .. "Bullshit" stamped on the
sheet) were thrown out.

Following these cleaning procedures. data for 332 subjects remained.

They included 151 males and 181 females.

Criteria for Developing Clusters

Criteria for grouping items into clusters include the items'
correlations within the cluster. similarity of correlations across clue
sters (parallelism), and apparent similarity of content.

High internal consistency of clusters depends on the level of cor-
relations within the cluster (i.e.. to what extent the elements of the
cluster correlated with each other). While high correlations within
clusters are desirable. high inter-item correlations do not insure that
the items can all be usefully considered measures of the same variable.

Items may be considered measures of the same variable when: 1)
they correlate with each other: and 2) they relate to other variables in
the same way. i.e.. when they are parallel. It would be impossible to
meaningfully describe relations among clusters if all the elements of
a cluster related to outside clusters in different ways.

Because this research is not concerned with testing the properties
of 31235231 groupings of items. item grouping by content is strongly
influenced by relations found in the data. Most of the preliminary item
grouping was accomplished by using a computer program system that can
compute similarity coefficients of variables. which are measures of item
parallelism (see Hunter. 1970. 1973; Hunter and Cohen. 1969). This
system has a matrix ordering feature that helps in grouping items that
are parallel. Because it is necessary to make some coherent description
of the items that are grouped. a considerable interplay occurs between

considerations of content and those of statistical origin.

Results of Cluster Analysis

In this section. the clusters. subclusters. and their apparent
content will be described.

Nine clusters of 15 item groupings were found using data from the
combined male and female sample. These groupings include lb newly
written items as well as 49 of Lessin's. The clusters and subclusters

are listed below. The number of items in each is given in parentheses.

STATUS
APPEARANCES (20)
RESPECT (6)
MONEY (3)
CONNECTIONS (3)
CHAMELEON (5)
ACQUIESCENCE (1n)
CONFORMITY ‘ (7)
(-)INDEPENDENCE (7)
HARDNESS ( 6)
SELF-INTEREST (3)
BLUNTNESS (3)
SOCIAL WINANCE ( 5)
PEOPLE LIKE ME ( 5)
LONER ( a)
ARTSY ( 3)
SUPERFICIAL ( 2)
QUICKNESS ( 6)

Tables showing the correlations of items within clusters follow
this section on content. These tables also show the item and cluster
(or subcluster) correlations with other clusters (or subclusters).

Information about item means and standard deviations is given in
Appendix C. The means and reliabilities of clusters and subclusters
are given in Appendix D.

(Note: In the description of content. a minus sign (-) will be
placed before items that are negatively scored in relation to the
other items of the group.)

STATUS

Acquiring. displaying. and receiving the rewards of STATUS is
the general subject matter of the items in this cluster. STATUS
is made up of the following five subclusters.

APPEARANCES. This subcluster contains a clear statement that
appearances are important. Nest of the items concern specific instances
of what attributes and affiliations one would like to have in order to
project a pleasing or refined appearance.

48. I'd like to know much more about social etiquette.

#4. It is important to me to someday wear fine clothes.

(-)61. A person's appearance is not very important.

53. A pleasant voice is an important part of a desirable personality.

87. I would like to meet people who can help me to improve my tastes.

64. I would like to belong to several clubs or lodges.

RESPECT. Each of these items places major emphasis on the impor-
tance of being respected.

81. One of the most important things a parent can do for his or

her child is to be a leader in the community.

52. One of the most important things a father can do for his

son is to be successful.

58. The mark of a happy man is that he is well thought of by

his peers.

HONEY. Two items here quite frankly concern the impact of finances
upon one's happiness. The other item. though phrased in terms of
weighing opportunity to develop one's abilities with opportunity for
advancement. seems to possess a similar orientation.

7#. I believe that money contributes significantly to happiness.

#0. Lack of money is the single greatest cause of unhappiness.

(-)63. In choosing a job. the opportunity to develop one's abilities
is more important than the opportunity for advancement.

CONNECTIONS. The message of these items is obvious enough to

warrant little comment. Agreement with these items constitutes a

belief in the utility. if not in the practice. of using partiality and
door-opening as instruments to get what youywant.
82. Knowing influential peOple is always beneficial.
lh. It is extremely important to get to know the right people
in order to get ahead.
83. The first thing to do in situations such as school or work
is to get on the good side of the supervisor or boss.
CHAHELEDN. This subcluster endorses discretely applied shiftiness.
Because each item concerns adjustment or the misrepresentation of reality.
advocacy of controlled expressiveness and inexpressiveness designed to
fit the occasion is the variable being measured. The person agreeing
with all these items would doctor the impression of reality even more
forcefully by deliberately distorting the truth when 'it is necessary.’
The high scorer on this subcluster is a chameleon.

33. A person should adapt his ideas and his behavior to the group
that he happens to be with.

39. Since things change so fast in this modern world of ours. it
is important that a man doesn't believe in any one thing too
deeply.

86. Behaving cautiously and avoiding strongly expressing oneself
while young is smart if One wishes to accomplish much later
in lira.

56. More often than most people think. it is necessary to tell a
lie.

12. It is a good idea to be able to make several different impres-
sions in order to get along with all kinds of peOple.

ACQUIESCENCE

This large cluster is made up of CONFORMITY and the reverse scored
INDEPENDENCE. Each subcluster refers to tendencies to go along with
things.

jCONFORMITY. Conformity is unquestionably being measured in this

subcluster. However. this seems to be conformity with a particular_

stPlow-propriety. The high scorer seems to be a person who would not

lO

conform to Just any group‘s standards. He or she is instead a socially
acceptable conformist. obedient to established custom and norms.

29. I usually avoid doing something that might provoke criticism.

1?. I usually try to do what is expected of me.

55. I try to do what is fitting and appropriate.

3. It is generally best to do things in the approved way.

#3. Before I do something I try to consider how my friends will

react to it.

25. I easily change my mind after I hear what others have to say.

11. I'm.likely to discontinue doing something that others think

not worthwhile.

INDEEDEICE. These itms seem to measure willingness for and
comfort with behaving independently. With the exception of item.f7.
which is a weak item.in the cluster. these items are not expressions
of rebelliousness. although stubbornness may be involved in some items.
INDEPENDENCE is not a mere "opposite" of CONFORMITY because INDEPHGDENCE
focuses on acting in behalf of individual beliefs or convictions rather
than on refusing to conform. (This subcluster is reversed in scoring
when it is made a part of the ACQUIESGENCE Cluster.)

30. I feel comfortable being different from those around.me.

10. I don't really care all that much whether people like me

or dislike me.

#2. I'd rather be thought of as intelligent than sociable.

15. I usually maintain my original position even when my superiors

disagree.

5?. I feel comfortable acting unconventionally if an important

issue is involved.

66. I don't make as many compromises as most people.

HARDNESS

HARDNESS conveys a general message of ”don't bother about people."
It is made up of two subclusters. SELF-INTEREST and BLUNTNESS.

SELF-INTEREST. Each of these items concerns self-interest. The
blatant reference to 'rewards for a Job well done' requires no explana-

tion.

Item 2# (doubtless also 72 had it been in the original scale) was
originally conceived to be a negative item by Lessin. He feund. as I

11

did. that it correlated positively with other items only if scored
positively. Perhaps he originally conceived of this item.as measuring
a tendency to look outward to the personality market for direction and
opinions y_s_. looking inward to one's intrinsic qualities and desires.

Instead. item 2h seems to say that one must willingly disregard
others"interests in order to achieve what one wants. However. the
range of people agreeing with this could include an expedient striver
or a hermit.

2“. A person should usually be more concerned with himself than

with others.

72. Pleasing oneself should have priority over the interests

of others.
5. The main reason a person does a job well is that he expects
to be rewarded.

ELDNTNESS. Bluntness could describe someone agreeing with items
32 and 18. but disagreeing with 78. This person. who receives a high
score on the subcluster. dislikes people. finds it hard to be nice to
than. and doesn't bother.

Unfortunately. people receiving the same score on this subcluster
may seem qualitatively different depending on the profile of their
answers. A cold conniver might dislike people. find it easy to be nice.
and act nice. He or she would score positively on only one item as would
someone who didn't dislike people andrwho either answered both other
items positively or negatively.

32. It is hard to be nice to people I don't like.

18. There are some people who I Just really dislike.

(-)78. When I dislike someone. I try to avoid revealing that
fact either through words or actions.

SOCIAL.DOMINANCE

These items feature claims of proficiency in handling people and in

making a social impact.

The items lack specific reference to power and/or attention seeking
as motives for the use and development of these particular skills. Y'et.
such motives could be related. (Interestingly. it is the weakest item
in the cluster that refers to enjoying and engaging in relatively personal
interactions.)

8. I feel that I can dominate a social situation.
(-)76. I'm more of a listener than a talker.

77. I feel that I can control a social situation even though it

may not be Obvious to others.

16. I'm.pretty good at "bluffing."

73. I enjoy putting people at ease by telling them about my

experiences.
.PEOELE.LIIEHHE

Agreement with these items constitutes an assertionuof sociability.
The person agreeing with these items claims to enjoy being gregarious.
to make friends more quickly than others. and to be pliant and respon-
sive to others.

Agreement with these items does not imply any ability or interest
for engaging in close personal relationships. for behaving sociably'in
anything other than casual. friendly relationships. The general tenor
of the statements lacks the personal touch. This leads to the conclusion
that the topic of this cluster is self-declared interest in and ability
to develop friendly acquaintanceships.

(-)26. I don't particularly enjoy meeting a lot of people.
34. I would be happy if I could be with lots of people most of
the time. .

#6. I make friends quicker than.most.

39. I am quite flexible when dealing with other people.

68. I am.more sensitive than.most people to the desires of others.
LONER

Willingness to engage in solitary activities. if not a preference

13

for solitude. unifies this group of items. Agreement with any of these
items suggests that engaging in group activities is not important for
its own sake. Although the strength and referents of the items vary
(e.g.. #85 seems almost a measure of personal autonomy). each item
implies a capacity to occupy or entertain oneself--the ability if not

desire to be a loner at least some of the time.

Agggz
This small cluster seems to measure a serious. even snobbish.
belief in lauding and appreciating man's subtle and artistic creations.
Although generalized intellectual snobbery could be the underlying
feature. the arts and humanities seem a more likely focus.
80. I tend to enjoy the subtle aspects of most things.
#5. I like dramas better than musical comedies.
“1. Society owes a lot more to the artist and the musician than
it does to the businessman.and the manufacturer.
SUPERFICIAL
Agreeing with these two items may represent a tendency to assess
others based on only limited or superficial information. However. the
items refer to assessments based on one's car and heme--two of the most
important investments that many people make. The high scorer on this
cluster may not necessarily show a general tendency to superficiality.
an. You can.learn a lot about a person from.knowing the way his
or her home is decorated.

31. You can learn a lot about a man from knowing the kind of car
In MVOS e

m;
This is exactly the same as Lessin's quickness (QIK) cluster.

As the items clearly suggest. the content concerns the mental and

1h

emotional pace at which one likes to live. For those scoring in the
quick direction. this might be considered a measure of confidence and
spontaneity.
62. I like doing things in which I have to act quickly.

(-)70. I am slow in making up my mind.

(-)19. I hate having to make hurried decisions.

(-)13. It is pretty hard to adjust to change.
Items not Placed in Clusters

The 27 items not fitting into clusters are listed in Appendix B.

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Relations Among Clusters

Relations Among Clusters
in. 5212 _____Combined E29212
Correlations among all clusters are shown in Table 10. These
correlations are the correlations of the cluster or subcluster sums.
They are corrected for unreliability. (Cluster reliabilities are given

in Appendix D.)

STATUS (APPEARANCES, RESPECT,‘MONEYLgCONNECTIONS, CHAMELEON)

CONFORMITY is the only cluster strongly correlated with STATUS (.62).
Not all STATUS subclusters are strongly correlated with CONFORMITY. houb
ever. MONEY and CONNECTIONS are only weakly correlated with CONFORMITY
(.31. .34): CONFORMITY is moderately related to RESPECT (.53) and
CHAMELEDN (.52): and APPEARANCES is strongly correlated with CONFORMITY
(.71).

If the RESPECT items function projectively, the conformist less
consistently desires respect than to present a pleasing appearance.
Perhaps success and leadership (elements of RESPECT) are too attention-
getting for the taste of some conformists. The more tangible and rela-
tively conservative aspects of social standing (such as those in APPEAR:
ANCES) are more consistently'desirable to the conformist. who may wish
to display these features in order to increase his social acceptability.

CONFORMITY and CHAMELEON may be related because of their common
expression of adaptation. The strength of this correlation is probably
not stronger because fitting in seems a means of advancing in CHAMELEON,

but a goal in CONFORMITY.

21

22

The relatively low correlations of CONFORMITY with MONEY and with
CONNECTIONS seems to confirm the view that achieving social acceptability
is a more salient goal to the conformist than are getting ahead or acquir-
ing money.

The HARDNFSS subcluster SELF-INTERBT is moderately correlated to
STATUS (.a6). especially with the STATUS subclusters that have an instru-
mental character-CHAMELEDN (.45) and CONNECTIONS (.lb6)--and to MONEY
(.46). The person high on SELF-INTEREST seems, therefore, to be more
concerned with getting what he wants than with acquiring social standing
per se.

SUPERFICIAL is also moderately correlated with STATUS (.144). This

relation will be examined in the discussion of SUPERFICIAL.

AC UIFSCEWCE CONFORMITY INDEPENDENCE -

CONFORMITY and INDEPDIDENCE are strongly negatively correlated
(--6l+). But . they are not simple opposites.

For example. CONFORMITY is strongly correlated with STATUS (.62);
INDEPENDENCE is not (-.l7). They do not necessarily relate to other
variables as opposites would.

More striking is the fact that CONFORMITY distorts and suppresses
the correlation between EDEPENDZ'NCE and STATUS. When CONFORMITY is
partialled from the correlation between STATUS and INDEPENDENCE, the
correlation changes from -.17 to +.37. If CONFORMITY and INDEPENDENCE
were opposites . partialling CONFORMITY should wipe out a correlation
between INDEPENDENCE and another variable, not strengthen the relation

and change its sign.

23

Predictability of scores on CONFORMITY can be improved by adding
variables other than INDEPENDENCE to a prediction equation. CONFORMITY
can be predicted better by knowing scores on both INDEPENDENCE and.STATUS

Although skill in exercising social control may be useful to those
hoping to look good to others, it is INDEPENDENCE, not CONFORMITY that
is positively correlated with SOCIAL DOMINANCE (.50). CONFORMITY, in
fact. has a low negative correlation with SOCIAL DOMINANCE (—.37).

In spite of the conformist's apparent desire to be acceptable.
and the relation between INDEPENDENCE and SOCIAL DOMINANCE. neither
INDEPENDENCE (son) or CONFORMITY (-.15) is correlated with PEDPLE LIKE
ME. Neither CONFORMITY or INDPPmDmCE is consistently related to
LONER. although the weak relations fall in the predictable direction.
with INDEPENDENCE less weakly related.

In their relations with HARDNESS, CONFORMITY is exactly zero while
INDEPENDENCE has a moderate correlation (.hz). The patterns of CONFORP
MITY and INDEPENDENCE within the HARDNESS subclusters are different.
though. INDEPENDENCE is equally'positively related both to SELF-INTEREST
(.18) and weakly negatively related to BLUNTNESS (-.l6).

HARDNBS (SELF-INTERESL BLUN'INESS)

HARWESS is not strongly correlated with any cluster. nor are its
two subclusters strongly related to each other (.53). In general.
SEW-INTEREST seems related to other clusters in a "more obvious" way
than BLUNTNESS does.

HARDNES has a moderate correlation with INDEPENDENCE (.42), and
a zero correlation with CONFORMITY. This zero correlation with CON-
FORMITY results from combining CONFORMITY '3 weak positive correlation

with SHE-INTEREST (.16) and its weak negative correlation with

2h

BLUNTNES (-.18). Conformists. more than non-conformists, express self-

interest and avoid bluntness.

SOCIAL IXMINANCE

SOCIAL WINANCE is mrehted to STATUS (.13). LONER (.11). and
SUPERFICIAL (.09). Low moderate correlations exist between SOCIAL DOMI-
NANCE and ARTSY (.18) and QUICKNESS (.41). SOCIAL DOMINANCE correlates
most strongly with mnmmnmcs (.50) and PEOPLE LIKE ME (.52). Some
of these correlations change markedly when CONFORMITY or INDEPmDmCE
is partialled.

Social dominance seems a desirable tool for someone seeking status.
However, STATUS andSOCIAL DOMINANCE are almost unrelated (.13). The
high correlation of CONFORMITY and STATUS (.62). along with the nega-
tive correlation of SOCIAL IIDMINANCE and CONFORMITY (-.37) suppresses
the correlation of STATUS and SOCIAL DOMINANCE When mNFOFMITY is par-
tialled. the relation between SOCIAL DOMINANCE and STATUS increases
substantially (from .15 to .50). It seems that those who seek status
to increase their acceptability also lack the guts to get it.

INDEPENDENCE both strengthens and weakens relations of SOCIAL
DOMINANCE with other variables. mien INDEPENDENCE is partialled from
the correlation of SOCIAL MNANCE and PEOPLE LIKE ME, the correlation
increases from .52 to .69. On the other hand, the correlation between
SOCIAL DOMINANCE and ARTSY (which have no obvious tie) is almost wiped
out when INDEPENDENCE is partialled (from .le to .15).

PmPLE LIKE ME
Few characteristics measured by these clusters distinguish those
claiming that PEOPLE LIKE ME. STATUS. ACQUIESCENCE. SELF-INTEREST. TONER,

ARTSY. and QUICKNESS are all more or less uncorrelated with PEOPLE LIKE ME.

25

SUPERFICIAL (-.31) and BLUNTNBS (-.25) both have slight negative cor-
relations with PEOPLE LIKE ME.

PmPLE LIKE ME correlates substantially only with SOCIAL DOMINAN CE
(.52). This correlation may be bouyed by the clusters' cannon declara-
tions of skill in dealing with people. As previously mentioned, INDE-
PmDENCE suppresses the oorrelation--not surprisingly. perhaps. since
the independent does say that 'I'd rather be thought of as intelligent
than sociable. '

m

Although weakly correlated with most clusters . LONER is strongly
correlated with none. LONER's highest correlation is with ARTSY (.16).
This correlation is not substantially reduced when INDWENDENCE is
par-tuned (.33).

INDEPENDENCE and LONER are only weakly relatedm-perhaps because
INDEPENDENCE refers to independent behavior in the presence of others.
while LONER refers to independence achieved through social withdrawal.

Scores on LON ER are not appreciably correlated with scores on
PEOPLE LIKE ME (-.l7) or SOCIAL DOMINANCE (.11). LONER seems. there-

fore. independent of social confidence.

5.3.1?!

ARTSY is strongly correlated only with INDEPENDENCE (.66), and
. moderately correlated with LONER (.146) and SOCIAL DCMINANCE (.15).
The surprise is the relation with SOCIAL WANCE. This correlation
shrinks. howaver. when INDEPENDENCE is partialled (from .18 to .15)..
The behavioral tendencies reported in INDEPENDENCE are consonant with

the intellectualism implied in ARTSY.

26

SUPERFICIAL

With the exception of its moderate correlation with STATUS (.hfl)
SUPERFICIAL is at most weakly related to other clusters.

Because SUPERFICIAL is concerned with assessing others based on
knowing what their car or home looks like it might be imagined that
SUPERFICIAL would be most strongly related to the APPEARANCES sub-
cluster of STATUS. Instead. RESPECT isethe subcluster most strongly
correlated with SUPERFICIAL (.h7). CHAMELEON is almost as high (.43).
SUPERFICIAL seems associated. therefore, with forming impressions of

substance.

CKNESS

QUICKNESS is substantially correlated only with CONFORMITY (-.46)
and SOCIAL DOMINANCE (.hl). The relation between QUICKNESS and SOCIAL
IDMINANCE seems obvious and expected. While it is possible to control
others through slow. deliberate thought and action. those who dominate.
bluff. and control usually act more spontaneously. The negative cor-
relation-between CONFORMITY and QUICKNESS probably results from the
caution and self-control that seems a part of the CONFORMITY items.
Besides. the conformist spends his time assessing situations. not

initiating them.

 

27

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30v .

Complete correlation matrices for the male sample and for the
female sample are contained in Appendices F and G. Tables ll and 12
contain the intercluster correlation matrices for the two samples.
Cluster item averages and reliabilities for the male and female
samples . the point biserial correlation of the clusters with sex.

and significance of differences are given in Appendix D.

Sex Differences in Cluster Means and Correlations of Sex with Clusters

Only four clusters were not significantly higher in men than
women. One of these-~ACQUIESCENCE—-was not significantly different
because each of its negatively correlated subclusters was significantly
positively correlated with sex (i.e. . men were higher on both CONFORMITY
and INDEPENDEWCE, and INDEPENDENCE is reversed when it is placed into
the ACQUIESCINCE cluster).

The other three clusters that do not follow the general pattern
are SOCIAL DOMINANCE. PEOPLE LIKE ME, and IDNER. Males are higher on
SOCIAL thNANCE, but not quite significantly. PEOPLE LIKE ME has a
small variance and a miniscule difference between males and females
«though women are often stereotyped as being more sociable. they do
not report that people like them any more than men do.

LONER is the only cluster that is significantly higher in women.
The difference is not large. and neither sex's average score is far
from neutral.

SELF-INTEREST. CHAMELEON, and CONNECTIONS are the only clusters
or subclusters which approach having sex account for even 10% of the
variance in cluster scores. Sex is hardly a major determinant of one's

score on an of these clusters. even those that are highly significant.

31

Sex Differences in Relations among Clusters

Tables 11 and 12 contain the correlations among clusters for the
female and for the male sample. Large differences between males' and
females' cluster correlations are discussed below.

PEOPLE LIKE ME and ARTSY. The most dramatic sex difference in
intercluster correlations is the correlation between PEOPLE LIKE ME
and ARTSY (.61 in males, -.22 in females). This strong difference is
exaggerated by corrections for the low reliabilities of the clusters
involved. (The reliabilities are especially low in males. which is
also where the strongest correlation is found.) Nevertheless . the
difference in' sign for the male and the femle samples deserves inves-
tigation.

There are some obvious sex differences in the way that the ARTSY
cluster relates to specific types of items in the PPDPLE LIKE ME clus-
ter. The five items of PEOPLE LIKE ME can be broken into three types
of content. The first is a single item (W46) stating that 'I can mks
friends quicker than most people. ' This item is uncorrelated with ARTSY
in either sex.

The second and third types of PEOPLE LIKE ME items show sex dif-
ferences in their relations with ARTSY. The second type. items 26 and
3“. refers to liking to meet or have lots of people around. These are
negatively related to ARTSY in females and positively related in males.
The third grouping (#30 and #68) consists of claims to be flexible and
sensitive to the desires of others. These are not related to ARTSY in
females. but are positively related in males (the sensitive item is
correlated .uu).

32

ARTSYism seems associated with social withdrawal in females.
though not with their self-Judged capacities to deal effectively with
people. In contrast. in males ARTSY is associated with wanting to
have people around. The strong correlation in the male sample between
ARTSY and the sensitivity and flexibility items may represent a common
expression of what is sometimes considered effeminacy.

LONER and STATUS. These clusters are not related in males (.03).
yet have a moderate negative correlation (-.h1) in females. Somehow
the acquisition. display. or desire for status has a negative association
with social withdrawal in women that does not occur in men.

Perhaps this reflects the female's greater (real or imagined) need'
to develop status primarily through social interactions. A social maneup
vering hypothesis would be supported by the opposite signed relations
of LONER with the STATUS subcluster CHAMELEDN (-.3# in females. .32 in
males).

women are more willing than men to avoid dull parties (#9) and to
stay at home rather than go to a party with someone they dislike (#22).
thereby disconfirming the notion that women want to go out no matter
what. For women. though, staying at home is slightly negatively cor-
related with STATUS (about -.16). For men. the picture is mixed. Men
are similar to women on the dull party item. However, not going to a
party with someone you dislike is positively associated with STATUS.
Perhaps these sex differences in pattern reflect the fact that men
are more likely to take the initiative in selecting when they go and
who they go with.

HARDNESS and STATUS. These clusters correlate .49 in males and .12

in females. The correlations among items and subclusters of these two

33

clusters suggest why this difference occurs.

STATUS and the HARDNESS subcluster SELF-INTEREST are more highly
correlated in males (.56) than in females (.26). The correlations with
STTTUS subclusters are more varied for men. reaching an especially high
correlation between MONEY and SELF-INTEREST (.65).

It seems reasonable that SELF-INTEREST would be associated with
STATUS-as it is in males. However. too much self-concern may not neces-
sarily serve a woman's self-interest, and it is the SELF-INTEREST items
about concern for oneself vs. others (#Zh and #72) that make the differ-
ence. women more than men may rely on social interactions to gain status.
If so. it makes sense for a woman to pay attention to the 'priorities of
others' as a way of 'pleasing oneself' not instead of pleasing oneself.
The lower correlations found in females may indicate not less self-
interest, but less indifference to others.

The second HARDNESS subcluster, BLUNTNESS, is slightly negatively
correlated with STATUS in women (-.11) but positively correlated in men
(.28). These relations are weak, but their direction is consistent with
the belief that bluntness is not de rigeur in women. Correlations of
STATUS with BLUNTNESS items confirm this belief. Suppressing overt
haunt behaviors--'avoiding revealing dislike'-—is weakly related to
STATUS in women (-.21) but not in men (.11)

SUPERFICIAL and SThTUS. SUPEEFICIAL is less strongly related to
STATUS in females (.27) than in males (.5“)._ The males' and females'
correlations of SUPERFICIAL to STATUS subclusters are most similar in
CONNECTIONS (about .30). However, this is the smllest male and the

largest female correlation between any STATUS subcluster and SUPERFICIAL.

3h

Males and females differ strongly in correlation between APPEAR-
ANCES and SUPERFICIAL (.148 in males. .09 in females). Both sexes
weakly link SUPERFICIAL with the negatively scored APPEARANCE item
'a person's appearance is not very important' (#61), and with the
personal desire 'to wear fine clothes' (W). The correlations
of the other APPEARANCE items are slightly negative or zero in females.
but positive in males. (These items concern Joining clubs. improving
tastes. and learning more about etiquette.) The largest differences
in correlations between males and females occur in the behavioral
elements of APPEARANCES.

If we could assmne that there is a positive link between one's
desire to possess something and a belief that it is useful in making
evaluatiOns of others--and having them made about oneself-«then the
following could describe the situation. Females link assessing looks
with a desire for looks , but not with what they desire in behavior.
Men generalize more—~looks are used to assess both the desired looks
and behaviors.

PmPLE LIKE ME and ACQJIESCEJCE. PEOPLE LIKE ME shows interest-
ing sex differences in the correlations with ACQUIESCENCE. Sign of
the correlation to the total cluster is not the only difference.

Sex differences also exist in which of the ACQUIECENCE subclusters
PEDPLE LIKE ME is related to.

INDEPENDENCE is unrelated to PEDPLE LIKE ME in males while WN-
FORMITI is unrelated in females. In males , CONFORMITY is negatively
correlated with PEDPLE LIKE ME (”2“), and INDEPENDENCE is negatively
correlated with PEOPLE LIKE ME in females (-.28).

PEDPLE LIKE ME seems most negatively related to the 'be a good

35

little boy' aspect of CONFORMITY in males and to the 'stand up on your
own two feet' aspect of INDEPENDENCE in females. In their own minds.
goofigoodyism in males and assertiveness in females seem to have a
small negative relation to their own desires or perceived abilities

to have people like them.

QUICKNESS with SOCIAL DOMINANCEi CONFORMITYJ and INDEPENDENCE.
INDE’MDDCE. SOCIAL DOMINANCE. and CONFORMITY (-) are all more strongly
related to QUICKNESS in men than in women.

INDEPENDENCE and SOCIAL DOMINANCE both concern assertiveness. If
assertiveness is role approved and desirable behavior in males, the
degree of assertiveness that a man displays may depend on a temperamental
factor such as his ability to act quickly. In females. however, asser—
tiveness may be less role approved. QUICKNESS, therefore. will less
strongly influence their tendency to be assertive--to display SOCIAL
WANCE or INDEPENDENCE.

In both males and females . the negative correlation of CONFOIMITY
and QUICKNESS is stronger than the positive correlations of QUICKNESS
with INDEPENDENCE or SOCIAL WINANCE. The negative relation of the
relatively timid CONFOMITI and the spontaneous QUICKNESS cluster seems
to imply that social confidence is the basis of the negative correlation
between the clusters. The stronger relation found in males than in
females may mean that sex role behavior makes speed a more relevant
consideration to men. Tb men. speed may be a stronger determinant of

general social confidence.

Conclusions

Because I have discussed the clusters. cluster intercorrelations.
and sex differences in cluster intercorrelations while describing the
results, I shall concern myself with other matters in this section.

I shall first describe Lessin's clusters and examine the item
overlap between his clusters and mine. A presentation of Lessin's
cluster intercorrelations (based on his male sample N=109) and a brief
description of his conclusions will follow. Then I'll notes possible
nonreplication of intercluster correlations in males.

Following this, I'll assess the usefulness of the new items and
describe some sources of satisfaction and dissatisfaction with my new
clusters. Discussion of the uses of cluster analysis in both hypothesis
testing and 'discovery‘ research on group differences (using sex as an
example) will end the section.

Lessin's Clusters
Lessin found six clusters. Brief, descriptive quotes from.Lessin
(1968) follow the listing of the clusters below.

CON: "Imposed conformity" " . . .measures 'own personality as a
reflection of the changing needs of the market' and 'insecurity"
p. 37 .
MAN: " . . . manipulativeness. both of self and of others."
"Cluster MAN connotes a hardness or cynicism that is lacking
in the other clusters. Overall, Cluster MAN seems to be
measuring 'manipulation as a life style'" (p.h2).

OD: " . . . seems to measure other-directedness or perceiving
the source of personal value as external to oneself'" (p. 35).

EMP: " . . . is not as clearcut as some of the clusters. A
person who would score high on this cluster seems to-lack
meaning to his life. He is without depth or is empty of the
richness of human existence" (p..40).

36

37
SOC: '(' . . 3 can be characterized as representing sociability"
p. 26 .

QIK: ” . . . measures quickness, especially in regard to 'acting
and thinking quickly” (p.46).

CON, MAN, EMP, and OD were the four clusters that Lessin believed

to be related to the marketing orientation.

Item Overlgp_in Lessin's Clusters and Mine

Both Lessin and I found evidence that the marketing orientation is
not homogeneous. However. we grouped the items differently. This
difference is exaggerated by m use of new items in aw analysis. However.
preliminary clustering using only the items that Lessin worked with did
not lead me to his clusters.

Table 13 shows how many items were shared by specific clusters of
Lessin's and none. (Note that some items would be reversed when in
Lessin's cluster but not in mine. For example. an item belonging to
his CON and to m HDEPETDENCE cluster would be reversed only when
scored in CON.)

Lessin's CON, SOC, and QIK have strong overlap with my ACQUIESCB‘JCE.
PmPLE LIKE ME, and QUICKNESS, respectively. QIK and QUICIQJESS are
identical. Lessin's CON is a sampling from not ACQUIECENCE subclusters.
CONFORMITY and INDEPENDENCE. CON is Lessin's only "core" cluster (i.e. .
thought to be part of the marketing orientation) that does not overlap
with 1w sums cluster. PmPLE LIKE ME (5 items) and soc (I: items)
share three items.

OD's items are in nu STATUS and ACQUIECENCE clusters, and in w
residual set. The same is true of IMP. However, EMP also has overlap

with other clusters of mine--primarily LONER (reversed).

Thble 13.--Conjoint membership of items in Lessin's clusters
mdmm.Rmsuewchnusmdwhmsuehumw

 

OD CON EMP MAN QIK SOC Res. New

 

STATUS :
AWMMMB 2
ammm

MONEY 1
CONNECTIONS
mmnmn l

ACQUIESCENCE:
CWWWHY 2
IWEMMME 3 3 1
Hmwmm
qummmT 2
mmmms 2
mannwmmw 2
PREEHEME
me
AMfl
SWWHHM 1
WEMES 4

My Residual Set 2 l 6 5 1 6

NHHHH
HNHHH

HuH
a HHH wHH

 

 

 

Just as it has an exceptional pattern in Lessin's cluster
intercorrelations. Mhn.differs from the ”core" clusters in the way
it overlaps with my clusters. Like OD and.EMP’it overlaps with
STATUS. However, it is the only "core" cluster that does not overlap
with ACQUIESCENCE and that does overlap with HARDNESS.

Lessin's Correlational Results and His Conclusions

Thble 14 contains the correlations among Lessin's clusters.
CON, DEP. and OD form a core of moderate correlations in a matrix
with many negligible correlations. .MAN is an exception: it is
neither in nor out of the "core." MAN correlated with OD only.

Lessin concluded that QIK and SOC were not measuring traits

%

39
related to the marketing orientation because neither was correlated

with arw other cluster.

Table lbw-Correlations among Lessin's clusters
on his male sample.

 

 

 

F

on 00:: m m on: soc
00 .43 .47 .47 -.lo .06
con .43 .36 .10 -.19 .03
a4? .47 .36 .04 -.17 .08
MAN .47 .10 .04 .02 -.10
01K -.10 -.19 -.17 .02 .19
soc .06 .03 .08 -.10 .19

 

 

 

Deviations from Expectations

Lessin's cluster intercorrelations show one sharp divergence
from expectations based on w sample of male data. His QIK and
CON clusters correlate -.19. My QUICKNESS and ACQUIEBCENCE clusters
correlate -.58. Although his CON contains only some of the items of
my ACQUIESCENCE cluster. selection of specific items is not making
the difference. The correlation on my male sample may be randomly
high, but it scans unreasonable that the correlation between QIK
and am should be only -.l9. I trust my larger sample more. although

the size of the correlation may be exaggerated.

Contents on the New Items
New items were written primarily to parallel items already a part
of Lessin's questionnaire or to provide what might be more sex free

alternates to Lessin's items. Having these new items was valuable in

MO

helping to create new clusters or to add reliability to others. Some
clusters or subclusters (e.g.. CONNECTIONS in which two of the three
items were newly writtal) depended on the new items for their existence.

Fourteen of the twenty newly written items were placed in clusters.
These were generally the items which _a_ 2123;; seemed to have the most
obvious relation to items alreacw contained in Lessin's scale. (I
frankly did not expect some items to cluster and might have had diffi-
culty suggesting why they did.)

The three new items in the SOCIAL DOMINANCE cluster provide a good
example of the different functions that the new items have had.
(Itans 73. 76, and 77 are the new items.)

8. I feel that I can dominate a social situation.

16. I'm pretty good at "bluffing."

73. I enjoy putting people at ease by telling them about aw
experiences.

76. I am more of a listener than a talker.
77. I feel that I can control a social situation even though

' it may not be obvious to others.

Lessin found that itmns 8 and 16 formed a pair but he was unable
to include them in a cluster or to develop a cluster around them.
These items seemed to have an assertive and potentially masculine tone.
I wrote item 77 partly to parallel item 8. However, I also hoped that
the item would allow females to express their capacities as social
managers and controllers without having to claim that they were domina-
ting.

In fact. both males and fanales agreed more with the new item.

The new 'nonobvious control' item showed less sex difference in agree-
ment than did the old 'dominatd item. The new item not only reduced
associations with sex role but provided a means of strengthening a

cluster by increasing its reliability.

hl

Items 76 and 73 served as less extreme measures of taking social
initiative. and again as items which would not carry sanctions origina-
ting in sex role.

Extension; Clarification Land Revision of the Present Clusters

I am satisfied that the clusters developed in this research are
good groupings of the available items. This does not necessarily con-
Vince me that the clusters are good measures of particular character-
istics. or that these characteristics have been clearly identified.
Writing additional items and enmining the relations with the current
items is a necessary step in clarifying and defining the limits of the
concepts these clusters may represent.

ARTSY, for emnple. may tap art-oriented snobbery or more general
intellectualism. The three items of ARTSY do not form a reliable
cluster. It is not merely the cluster size that affects the reliability.
The cluster also seems divided between measuring scorn for the light
and airy and disdain for emphasizing the value of business and technology.

Writing and analyzing additional items would help determine
whether the arts and humanities are the focus for the implied snobbery
or whether a broader field of content could be incorporated. Cluster-
ing would also help determine whether two sets of opposites are really
being measured. Deep-shallow might be one dimension, while thinker-door
might be another. These dimensions might well be correlated but possess
other statistical characteristics clearly differentiating them.

The Value of Cluster Analysis in hwstigtimjex Differen‘cwes

When clusters are composed of items of. fairly well-defined content,

sex differences in cluster intercorrelations can inform us that various

aspirations. attitudes. needs . self-perceptions , and reports of behavioral

42

tendencies are related differently in men and.women. The basis of
these different relations may be a greater cognitive similarity of the
variables (clusters) in one sex than the other. the existence of a
stronger causal relationship from one variable to another in one sex,
or that the first variable is a component of the second variable in one
sex only;

If two clusters had the same reliabilities and variances across
sex yet were more strongly related in one sex than the other. we would
have reason to believe that the sexes somehow differ in the way they
link the concepts.

Finding a correlation in one sex but not in the other suggests
differential relevance of one trait for another. If this is not simply
an artifact of different variances. perhaps a greater lattitude of feel-
ings. behaviors. etc. is allowed in one group in relation to the other
variable.

Another source of low correlation could be a low variance for one
sex. This greater homogeneity of one group could reflect a narrower
standard of what is acceptable behavior for the group with the lower
correlation. The narrow range would prevent strong correlations with
other variables for that group.

where sex differences have been hypothesized, the application of
cluster analysis can help in verifying theory and, perhaps, in clari-
fying or revising it. This is especially true when the theory predicts
different relations among variables in the sexes.

Where a theory specifically states that variables are differently
related in males and females, the following procedure may be applied.

“3

First, write items or determine appropriate observations designed
to measure the content of each of the concepts involved in the theory.
Collect data. with.males and females.in the sample. Then obtain the
matrices of inter-item correlations and similarities (each grouped
so that items measuring the same concepts are adjacent). (See Hunter.
1970 and 1973 for descriptions of computer programs that can accomp-
lish this.)

At this point. make sure that the items designed to measure the
same concept hang together statisticallyb-i.e.. that they are positively
correlated and parallel. Items not meeting these criteria should be
removed. However, after cleaning out "bad" items. it is important to
make sure that the remaining items do not have a different cast of
meaning than what was originally intended. If all goes well. these
final scales (clusters) should correspond to the concepts contained
in the theory. If so. it is now possible to determine whether these
scalesumeasures of behaviors, self-perceptions, goals. etc.--relate
to each other in each sex as the theory predicts.

Not all investigations begin with theory or are designed to test
specific hypotheses, however. i

In this research a theory of sex:differences was not the starting
point. Instead. what might as well have been an arbitrarily selected
inventory provided the items to be analyzed. Discovering relations
and suggesting explanations was the aim. However, this is only the
beginning of a process of describing and explaining sex differences.
Discovered relations are valuable only if they can be replicated and

if they suggest testable interpretations or explanations.

44

Discovered relations such as those described in this research
require replication on similar subjects. This serves as insurance
against random error. While this data verification is being performed.
it may also be possible to collect information pertaining to explanations
or interpretations suggested to account for any of the discovered
relations. Hopefully, the basic findings will replicate. If they do.
then additional material pertaining to suggested explanations should
be inspected to determine whether they offer support to the explanp
ations.

Replications designed to test the limits of external validity are
also important. Because any theory or description of sex differences
is likely to be applied beyond a population of college students,
replications on other people is essential for establishing external
validity.

Learning about measures is also important. Differences on items
requiring subjects' reports of their usual behavior could represent
differences in the behavior reported, different standards of judging
their usual behavior, or some other difference associated with style
of reporting usual behaviors.

Incorporating behavioral observation and questions about specific
behaviors and events into research on group differences will help in

determining where the real differences lie.

BIBLIOGRAPHY

BIBLIOGRAPHY

Domhoff, G. W. A paperband-pencil study of Fromm's humanistic
psychoanalysis. g. Human. Psychol. . 1964. 3. 1149-153.

 

Fromm. E. Man for himself. Greenwich Conn.: Fawcett, l9h7.

Haas, C. On the testing of sex bias in tests and the testing of
biases in the sexes. Unpublished paper. Michigan State
University. 1972.

Hunter. J. E. ARRANGE: a method of reordering the correlation
matrix. Paper presented at Midwestern Society of Multivariate
Experimental Psychology, Spring. 1970.

Hunter. J. E. Methods of reordering the correlation matrix to
facilitate visual inspection and preliminary cluster analysis.
34;. Psych. Meas.. in press. 1973.

Hunter. J. E. and Cohen, S. H. PACKAGE: a system of computer
routines for the analysis of correlational data. £4.

Psych. Meas., 22. 1969.
Lessin. E. J. Aspects of structure in Fromm's marketing orienta-

tion. Unpublished doctoral dissertation. Michigan State
University. 1968.

”’5

APPENDICES

11.

12.

13.
1h.

15.

16.
17.
18.

Appendix A

Items in the Enlarged Version

of the Marketing Orientation guestionnaire

Adaptability is one of the most important qualities a person
can have.

I always try to consider the other fellow's feelings before
I do something.

It is generally best to do things in the approved way.
Most people insist on their own beliefs even when others disagree.

The main reason a person does a job well is that he expects to be
rewarded.

As a general rule. as long as things look all right, it's o.k.

Sometimes I rather enjoy going against the rules and doing things
I not supposed to.

I feel that I can dominate a social situation.
I'd rather be at home alone than go to a dull party.

I don't really care all that much whether people like me or
dislike me.

I'm likely to discontinue doing something others think not
mrthWhile a

It is a good idea to be able to make several different impressions
in order to get along with all kinds of people.

It's pretty hard to adjust to change.

It is extremely important to get to know the right people in order
to get ahead.

I usually maintain my original position even when my superiors
disagree.

I'm pretty good at "bluffing."
I usually try to do what is expected of me.

I know some peeple who I just really dislike.

19.

20.

22.

23.

2h.

25.
26.
27.
28.

29.
30.

31.

32.
33.

34.
35.

36.

37.
38.
39.
no.

#1.

I hate having to make hurried decisions.

One of my strong points is my ability to present a favorable
image.

I like having something to do every minute of the day.

I'd rather not go to a party than go with someone I don't
like.

Who we are is mainly determined by our attributes. e.g.. age.
style. intelligence.

A person should usually be more concerned with himself than with
others.

I easily change my mind after I hear what others have to say.
I don't particularly enjoy meeting a lot of people.
I often think about the meaning of life.

Most people can't stand to be alone for more than a few hours
at a time.

I usually avoid doing something that might provoke criticism.
I feel comfortable being different from those around me.

You can learn a lot about a man from knowing the kind of car
he drives.

It is hard to be nice to people I don't like.

A person should adapt his ideas and his behavior to the group
that he happens to be with.

I would be happy if I could be with lots of people.

The pressures of the modern world often require us to change

-our beliefs.

The qualities of a good salesman are an important part of any
job.

I don't mind working alone.

In order to succeed. a person has to be willing to change.
I am quite flexible when dealing with other people.

Lack of money is the greatest single cause of unhappiness.

Society owes a lot more to the artist and the musician than it
does to the businessman and the manufacturer.

47

U2.

“3.

“5e
1+6.
#7.

.5

50.
51.
52e

53 .

55.
56o
57 .

61.
62.
63.

I'd rather be thought of as intelligent than sociable.

Before I do something I try to consider how my friends will react
to it.

It is important to me to someday wear fine clothes.
I like dramas better than musical comedies.

I make friends quicker than most people.

I'd like to know much more about social ettiquette.
Promises are really hard to keep.

Most of the arguments or quarrels I get into are over matters of
principle.

Success seems to depend more on luck than on ability.
Most people act the same way regardless of whom they are with.

One of the most important things a father can do for his son is
to be successful.

A pleasant voice is an important part of a desirable personality.

{ore often than most people are willing to admit. an individual
has to stand alone to maintain his principles.

I try to do what is fitting and appropriate.
More often than most people think. it is necessary to tell a lie.

I feel comfortable acting unconventionally if an important issue
is involved.

The mark of a happy man is that he is well thought of by his peers.

Since things change so fast in this modern world of ours. it is
important that a man doesn't believe in any one thing too deeply.

There are few people with whom I feel comfortable enough to be
really honest.

A person's appearance is not very important.
I like doing things in which I have to act quickly.

In choosing a Job. the opportunity to develop one's abilities is
more important than the opportunity for advancement.

I would like to belong to several clubs or lodges.

70.
71.

72.
73.
7h.
75.

76.
77.

78.

79.

81.

82.
83.

85a

86.

Probably the most important way to be happy is to please others.
I don't make as many compromises as most people.

It is important to be able to take orders without getting angry
or resentful.

I am more sensitive than most people to the desires of others.

Although not perfect. the American way of life somes closer to the
ideal than any other system.

I am slow in making up my mind.

If one of ny acquaintances used a word that I didn't know. I would
feel embarrassed to ask what the word meant.

Pleasing oneself should have priority over the interests of others.
I enjoy putting people at ease by telling them about my experiences.
I believe that money contributes significantly to happiness.

I would rather use credit cards than case or a check for purchases
over a couple of dollars.

I am more of a listener than a talker.

I feel that I can control a social situation even though it may
not be obvious to others.

When I dislike someone. I try to avoid revealing that fact either
through words or actions.

I consider verbal agreements to be more binding than written
agreements.

I tend to enjoy the more subtle aspects of most things.

One of the most important things a parent can do for his or her
child is to be a leader in the community.

Knowing influential people is always beneficial.

The first thing to do in situations such as school or work is
to get on the good side of the supervisor or boss.

You can learn a lot about a person from knowing the way his or her
home is decorated.

I have developed and maintained my interest in topics that my
acquaintances have no particular interest in.

Behaving cautiously and avoiding expressing oneself while young
is smart if one wishes to accomplish much later in life.

“9

87.
88.

90.

I would like to meet people who could help me to improve my tastes.
Even though it may be financially necessary to do so. it seems
undignified for a married woman to work when she is not pursuing
some definite career of her own.

I'd like to develop enough skill or talent in some hobby or art
so that I could entertain others with it.

I would like my spouse to be sexually attractive to others.

Appendix B

Items Arranged in Clusters and Subclusters

(Note: Items that are reverse scored in their clusters or subclusters
are marked (-).)

Items in Subclusters of STATUS

81.

52.

74.
40.

63e

82.

lb.

83.

Items in Subcluster APPEARANCES

I'd like to know much more about social ettiquette.

It is important to me to someday wear fine clothes.

A person's appearance is not very important. (~)

A pleasant voice is an important part of'a desirable personality.
I would like to meet people who can help me to improve my tastes.
I would like to belong to several clubs or lodges.

Items in Subcluster RESPECT

One of the most important things a parent can do for his or her
child is to be a leader in the community.

One of the most important things a father can do for his son
is to be successful.

The mark of a happy man is that he is well thought of by his peers.
Items in Subcluster’MONEI

I believe that money contributes significantly to happiness.

Lack of money is the greatest single cause of unhappiness.

In choosing a job. the opportunity to develop one's abilities is
more important than the opportunity for advancement. (-)

Items in Subcluster CONNECTIONS
Knowing influential people is always beneficial.

It is extremely important to get to know the right people in
order to get ahead.

The first thing to do in situations such as school or work is
to get on the good side of the supervisor or boss.

51

33.

59.

86.

56.

12.

Items in Subcluster CHAMELEON

A person should adapt his ideas and his behavior to the group that
he happens to be with.

Since things change so fast in this modern world of ours. it is
important that a man doesn't believe in any one thing too deeply.

Behaving cautiously and avoiding strongly expressing oneself
while young is smart if one wishes to accomplish much later in life.

More often than most people think. it is necessary to tell a lie.

It is a good idea to be able to get along with all kinds of people
by making several different impressions.

Items in Subclusters of ACQUIESCENCE

17.
55.

3.
43.

25.

11.

Items in Subcluster CONFORMITY.

I usually avoid doing something that might provoke criticism.
I usually try to do what is expected of me.

I try to do what is fitting and appropriate.

It is generally best to do things in the approved way.

Before I do something I try to consider how my friends will
react to it.

I easily change my mind after I hear what others have to say.

I'm likely to discontinue doing something that others think
not worthwhile.

Items in Subcluster INDEPENDENCE

(Note: All items are reverse scored when made a part of ACQUIESCENCE.)

30.
10.

42.
15.

I feel comfortable being different from those around me.

I don't really care all that.much whether people like me or dis-
like me.

I'd rather be thought of as intelligent than sociable.

I usually maintain my original position even when my superiors
disagree.

I feel comfortable acting unconventionally if an important
issue is involved.

I don't make as many compromises as most people.

52

7.

Sometimes I rather enjoy going against the rules and doing

things I'm not supposed to.

Items in Subclusters of HARDNESS.

24.

72.

32.
18.
78.

Items in Subcluster SELF-INTEREST.

A person should usually be more concerned with himself than with
others.

Pleasing oneself should have priority over the interests of others.

The main reason a person does a job well is that he expects to be
remrdede '

Items in Subcluster BLUNTNESS.
It is hard to be nice to people I don't like.
There are some people who I just really dislike.

When I dislike someone. I try to avoid revealing that fact
either through words or actions. (d)

Items in Cluster SOCIAL DOMINANCE.

8.
76.
77.

16.

73.

I feel that I can dominate a social situation.
I'm more of a listener than a talker. (-)

I feel that I can control a social situation even though it may
not be obvious to others.

I'm pretty good at "bluffing."

I enjoy putting people at ease by telling them about my experi-
enceS e

Items in Cluster PEOPLE LIKE ME.

26.

34.

I don't particularly enjoy meeting a lot of people. .(-)

I would be happy if I could be with lots of people most of the
time. '

I make friends quicker than most people.
I am quite flexible when dealing with other people.

I am more sensitive than most people to the desires of others.

53

Items in Cluster LONER.

9. I'd rather be at home alone than go to a dull party.

22. I'd rather not go to a party than go with someone I don't like.
37. I don't mind working alone.

85. I have developed and maintained my interest in topics that my
acquaintances have not particular interest in.

Items in Cluster ARTSY.
80. I tend to enjoy the subtle aspects of most things.
45. I like dramas better than musical comedies.

41. Society owes a lot more to the artist and the musician than it
does to the businessman and manufacturer.

Items in Cluster SUPERFICIAL.

84. You can learn a lot about a person from knowing the way his or
her home is decorated.

31. You can learn a lot about a man from knowing the kind of car
he drives.

Items in Cluster QUICKNESS
62. I like doing things in which I have to act quickly.
70. I am slow in making up my mind. (-)
19. I hate having to make hurried decisions. (-)
13. It is pretty hard to adjust to change. (-)
Items not Placed in Clusters.
1. Adaptability is one of the most important qualities a person can have.

2. I always try to consider the other fellow's feelings before I do
3 one thing e

4. Most people insist on their own beliefs even when others disagree.
6. As a general rule. as long as things look all right. it's o.k.

20. .One of my strong points in my ability to present a favorable image.
21. I like having something to do every minute of the day.

54

21.

23a

27.

28.

35.

65.
67 .

71.

750

79.

89.

90.

55

I like having something to do every minute of the day.

Who we are is mainly determined by our attributes. e.g.. age.
style. intelligence.

I often think about the meaning of life.
Nost people can't stand to be alone for more than a few hours.

The pressures of the modern world often require us to change
our beliefs.

In order to succeed. a person has to be willing to change.

Promises are really hard to keep.

host of the arguments or quarrels that I get into are over matters
of principle.

Success seems to depend more on luck than on ability.
Most people act the same way regardless of whom they are with.

More often than most people are willing to admit. an individual
has to stand alone to maintain his principles.

There are few people with whom I feel comfortable enough to be
really honest.

Probably the most important way to be happy is to please others.

It is important to be able to take orders without getting angry
or resentful.

Although not perfect. the American way of life comes closer to
the ideal than any other system.

If one of my acquaintances used a word that I didn't know. I
would feel embarrassed to ask what the word meant.

I would rather use credit cards than cash or a check for purchases
over a couple of dollars.

I consider verbal agreements to be more binding than written
agreements.

Even though it may be financially necessary to do so. it seems
undignified for a married woman to work when she is not pursuing
some definite career of her own.

I'd like to develop enough skill or talent in some hobby or art
so that I could entertain others with it.

I would like my spouse to be sexually attractive to others.

APPENDIX C.--Item means and standard deviations for each sample. arranged
by cluster. (Combined sample N=332. female N=l8l. male N=151.)
Items have been scored so that a high score represents scoring
high on the characteristic named in the cluster. INDEPENDENCE
items are scored for INDEPENDENCE. not ACQUIESCENCE.

 

 

 

 

Cluster Item Means Standard Deviations

( Subclus ter) Combined Female Male Combined Female Male

sums

(APPEARANCES)
48 2.657 2.525 2.815 1.065 1.017 1.100
44 2.358 2.232 2.510 1.050 1.003 1.085

(-) 61 3.190 3.116 3.278 1.176 1.181 1.163

53 3.142 3.133 3.152 1.068 1.094 1.034
87 3.159 3.127 3.192 1.006 1.003 1.008
64 2.417 2.376 2.444 1.078 1.063 1.096

(RESPECT)
81 2.036 1.945 2.146 .791 .741 .833
52 2.238 2.066 2.444 1.042 .984 1.071
58 2.599 2.541 2.669 1.095 1.100 1.084

(mom)
74 2.988 2.901 3.093 1.075 1.046 1.100
40 2.084 1.939 2.258 1.069 .929 1.193

M 63 2.452 2.348 2.576 .997 1.000 .980

( cormscnous)
82 3.352 3.171 3.570 1.041 .991 1.058
14 3.111 2.906 3.358 1.131 1.116 1.100
83 2.895 2.718 3.106 1.032 .942 1.093

(CHAMELEDN)
33 2.208 2.061 2.384 .958 .917 .976
59 1.804 1.663 1.974 .932 .816 1.029
86 2.208 2.105 2.331 .906 .857 .947
56 2.834 2.713 2.980 1.146 1.022 1.263
12 2.822 2.657 3.020 1.157 1.129 1.159

ACQUIESCENCE

(CONFORMITY)
29 2.858 2.840 2.881 1.090 1.031 1.156
17 3.786 3.768 3.808 .898 .893 .904
55 3.346 3.768 3.377 .90 .944 .890
3 2.801 2.707 2.914 1.043 1.034. 1.042
43 2.911 2.796 3.026 1.015 1.023 .990
25 2.563 2.530 2.603 .924 .889 .963
11 2.500 2.431 2.583 1.104 1.103 1.100

56

APPENDIX C.-(Continued)

 

 

 

 

 

Cluster Item Mean; Standard Deviations
( Subcluster) Combined Female Male Combined F e e
1000153051101:
(mummmcs)
30 2.916 2.829 3.020 1.044 .911 1.095
10 2.271 2.138 2.430 1.092 1.023 1.148
42 2.940 2.884 3.007 1.093 1.063 1.125
15 3.355 3.343 3.371 .902 .907 .896
57 3.196 3.138 3.265 .985 .990 .975
66 2.919 2.878 2.967 .910 .865 .959
HARNESS
(em-mm;
24 2.729 2.558 2.934 1.140 1.134 1.114
72 2.798 2.680 2.940 1.046 1.018 1.062
5 3.202 2.994 3.450 1.192 1.196 1.137
(BLUNTNESS)
32 2.985 2.901 3.085 1.126 1.157 1.079
(-) 78 2.708 2.558 2.887 1.079 1.053 1.083
- 18 3.943 3.928 3.960 1.056 .975 1.144
50cm.
DOMINANCE 8 3.018 2.950 3.099 1.018 1.004 1.028
H 76 2.521 2.497 2.550 1.183 1.183 1.183
77 3.175 3.171 3.179 1.018 0.963 1.080
16 3.301 3.127 3.510 1.185 1.203 1.127
73 3.313 3.304 3.325 .937 .917 .960
PEOPLE LIKE ME
(-) 26 3.497 3.530 3.457 1.191 1.192 1.189
34 2. 560 2. 514 2.616 1.026 1.049 .996
46 2.985 2.972 3.000 1.040 1.069 1.003
39 3.581 3.635 3.735 .861 .854 .867
68 3.557 3.602 3.503 .912 .884 .941
LONEH.
9 3.660 3.851 3.430 1.198 1.130 1.237
22 3.566 3.718 3.384 1.164 1.114 1.195
37 4.030 4.072 3.980 .908 .841 .980
85 3.756 3.790 3.715 .901 .860 .945
ARTSY
80 3.563 3.497 3.642 .821 .805 .833
45 3.051 2.912 3.219 1.098 1.074 1.103
41 2.819 2.807 2.834 1.031 1.014 1.051

57

APPENDIX C.--(Continued)

 

 

 

 

 

Cluster Item Means Standard Deviations
(Subcluster) Combined Female Male Combined F male Male
301734510111.
84 2.980 2.967 3.000 1.084 1.056 1.116
31 2.108 1.950 2.298 1.151 1.037 1.249
0010101535
62 3.066 3.204 2.901 1.056 1.028 1.066
70 2.846 3.055 2.596 1.161 1.155 1.117
19 3.452 3.558 3.325 1.114 1.094 1.125
13 2.810 2.829 2.788 1.096 1.087 1.108
Residual Items
1. 3.178 3.127 3.238 .819 .880 .734
2. 3.892 4.006 3.755 .895 .857 .920
4. 3.488 3.359 3.642 .995 1.013 .951
6. 2.497 2.431 2.576 1.080 1.057 1.100
20. 2.389 3.381 3.397 .907 .977 .814
21. 2.536 2.552 2.517 1.178 1.209 1.138
23. 3.039 2.939 3.159 1.220 1.152 1.287
27. 2.045 1.945 2.166 1.070 1.044 1.088
28. 3.247 3.249 3.245 1.029 .991 1.016
35. 3.322 3.343 3.298 1.068 1.079 1.054
38. 3.605 3.575 3.642 1.020 1.003 1.038
47. 2.461 2.365 2.576 1.042 1.008 1.070
49. 3.434 3.398 3.477 1.032 .995 1.072
50. 2.515 2.470 2.570 1.043 1.033 1.052
51. 2.289 2.221 2.371 1.047 .955 1.143
54. 3.717 3.663 3.781 .927 .924 .927
60. 3.346 3.182 3.543 1.346 1.356 1.306
65. 2.934 2.932 2.947 1.211 1.219 1.200
67. 3.636 3.685 3.576 .965 .920 1.013
69. 3.175 3.166 3.185 1.217 1.192 1.247
71. 2.295 2.232 2.371 1.066 1.003 1.131
75. 2.063 2.000 2.139 1.086 1.019 1.157
88. 1.729 1.508 1.993 .850 .636 .987
89. 3.768 3.773 3.762 1.014 1.035 .988
90. 3.536 3.392 3.709 1.001 1.006 .967
Sex 1. 545 2.000 1.000 .498 -- --

 

Note:

58

desidual items are scored so that a higher score indicates agreement.

APPENDIX D.-C1uster item average and coefficient alpha for each
sample. and correlation of cluster with sex.

 

____-._

————

L;

 

T

 

 

 

Cluster
Cluster No. Item Coefficient Correla-
Subcluster of Mean Alpha tion
Items Combined Female Male Comb. Fem. Male with
Sex
STATUS 20 2.628 2.512 2.765 .82 .78 .80 .28~*t
APPEARANCES 6 2.821 2.752 2.899 .65 .66 .63 .14*
RESPECT 3 2.299 2.184 2.420 .55 .46 .62 .227"
MONEY 3 2.508 2.396 2.642 .55 .53 .54 .22"*
CONNECTIONS 3 3.119 2.932 3.345 .62 .58 .62 32*"
CHANELDON 5 2.375 2.240 2.538 .61 .58 .60 30*“
ACQUIESCENCE 14 2.971 2.981 2.974 .73 .75 .70 .03
CONFORMITY 7 2.966 2.913 3.027 .69 .71 .65 .11*
INDEPENDENCE 7 3.025 2.952 3.113 .58 .63 .48 . 9‘"
HARDNLSS 6 3.061 2.937 3.209 .55 .48 .58 .29"*
SELF-INTERBT 3 2.910 2.744 3.108 .51 .50 .47 .30“!-
BLUNTNESS 3 3.212 3.129 3.311 .44 .37 .50 48*“
SOCIAL DOMIN. 5 3.066 3.010 3.133 .67 .63 .71 .10
PEOPLE LIKEME 5 3.236 3.251 3.262 .58 .65 .48 .02
LONER 4 3.753 3.858 3.627 .54 .57 .49 .21***
ARTSY 3 3.144 3.072 3.232 .39 .41 .34 .19-4"
SUPERFICIAL 2 2.544 2.459 2.649 .53 .51 .55 .13‘
QUICKNPBS 4 3.044 3.162 2.903 .69 .70 .65 .19"*
means p e05. 2"taflai
‘tmem p e 01 . 2"“11“
I""""means p .001.2-tailed

Note:

59

Coefficient alphas are not corrected for cluster size.‘

APPENDIX E.--C1uster. subcluster. and item correlation matrix
for the combined sample of males and females.

61

  

 

 

 
  

  

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

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n nu nu uu. nu. on. u. un. nu. nu- v v n n. n. n. u n n. e n. u. n n I
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d u. No. N nd a ad I «0 n a an nu an an nun n4 a nu n. d! on no in S
M. e H e. P e n» e e e a an e nu en bu uu on u n nu. en en uu a
nu o n u. n n. nu- n. nu. u. u. e n. on n. uue v. a. nu. 0. N4. v n. n. a
nu un nu nu. n. n. n. n. u. n cn o n. u n n. n n n v. u- nn e u. u
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n n n n. u n. n. nu. nu nu nu. on on on u e u .u n n. n. n. n n u n on n. ”u. n 38
n. u u n. n. nu. n n. o uu .- n nu u n. n o. uu nu u nu. u. uu. n u. nu n n .n uu nu...U
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n n. u n n n- n. n. nu an n nn n n .- n- u. n nn n nu- u u n an n uu. .uu. nu. u
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nn. 5 u. v .- nu. .- .n. n nu uu n nu .u u. u o. n. n n. n n o u. .- n- nu n nun nu nu
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u on u. nu nu ou nu nu e n. nu o n. on n on o u on. nu e u. nu n nu. n- an n. .n n now
u. un n nn nu u n. .n nu n. un on .- uu .n un nu n. uu- nu nu n nu o n- n nu n. .u n. an
n nu n . un un n u n n. n o n n u n on u 3. un n. nu n un uu. n an n n. n. nn
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n. n 3. n un n u. u o n nu. on n n n nu u nu n. on n nu on n n o nu 2...? n un m
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n. nu on. on nu on u E n. o u a. nu. n n. uu u o. nu. a «- Q nu n. n. nu. «u n. :1 a. now
u nu n. nu uu u n an u on. n n. n. u n nn n n nu. nu nu u on n. u- o- nn u ”u. n 3n
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u .n nu. .u nu nu u n u n. nn nu n- on u. an n n .- .u uu n nn .- u. uu on .- .u. n unm
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n =u N n1 nu an nu nu .- n uu u. n. n 3 nu n4 u. uu. d1 um . a 41- : an n .n- n. S. on v
uu o n. u nu nu un nu n e. n .- u nn nu a. nu un u. nn nn u n. u . nu n n. nu. nn. 2 d
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SSENGHVH

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SDLVES

66

on 0N no Nu eN NN cm on «N «r n on on ON on av 0N 0N 0o cm 0 on 0N an o 5N
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no a o no NN. v n no nuo oo o Nuo n ono co m nuo ouo «no on o a oo o ONo o.
o «N n on an an o s nN o o o o uN «no eN n o no aN oo do an a co N
on N nu co co «no on. ouo an an nuo 0N an nN oo no 0 NN .N n ouo Ono Go on no Nu
u nuo co no «no no «u Nuo VN 5N oo v n N an N u a on o NNo n Do an an a
nu oo uu nu no on 5 Nu ouo .u n N vo m an n 9N «no a a an 0N to u nN nu
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uu uu. n. nu nn nn nu uu u no
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a n n n. .- nu nu u. u. n u. u. n. nu. u. uu n n. .- nu uu u u n uu- nu nu nu .un nn un
.. nu n nu uu uu «- u nfi n N nu n n n. nu n A u. an u. n nu n n. u nu uu. 5|]

 

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o D MN «0 cu nu v 0N 0 cu vm N». n ma one out -o oo
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«N «- n « ««. «« N N N «- N«- «« « «« «« N« .NN N N«

«« « n. N ««. N«- N« n. «. «N- «N- NN «N N« N« NN «N n «« u
«N «« ««- «N «« «N ««. N- «N «N «« N «N «« « N «n «N «« a
«n « «- « «« NN «« N N «« «N n. N « N. ««-... « «n s
« N « « ««. N- N «- « N N- N N« N «« N. .«« « «« m
N« n N«. N «N « N N- «« «N N« « NN NN « «« .«- «« «N v
«« « N « «n n «- «« «- «« «n N- « «- N«- N .« «- N« q
NN «« ««. «N «N N N N «« «N «N « «n « N« «N «N N N« I
«« n «- ««. N- «« N« N. «- « ««. «N « «« « « H«« «« «n m
«« N n «N N- N « «« «N «« « «« NN «N «N NN .«« n «« m
«N N- ««. N « « «N « «« N« N«. «N «n «« «« «. «n «« «n

«N «- ««. N NN « ««. N. N «N «N «N N N « N N« «- «N

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«N N «« «N « « « N o N« N «N «N NN «n «N .«« «« «N

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«« « « «- N«- N «N «N «« «« N N «« «N N « m«« «« «N

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ddflS X3100 X33

APPENDIK F.--C1uster. subcluster. and item correlation matrix
for the female sample-

71

 

 

 

 

 

 

 

 

 

 

 

««. N- « «« «N «N «» «N N» «N «N «« «» «» NN «» NN N« « «N «N N« N« NN «« N» «« .«« «N NN «««
N- N« «« «- NN. «N. »N- ««. ««. N»; N. ««. N « »«- ««. «»- ««. ««. «- N- N. «- «« .»- N«- ««. «- «N- ««. «««
«. « N ««. N ««. «« N « N« N. N« N« N «» «N «N «« N «- «» N« «« «« «- »N. «N «« «« »- «««
«« NN N« N«. «. «N. ««- « N«. «- N. N« «- » « ««. « «- «»- N- N- « N. ««. ««- « «- ««..««- N- »««
»» «« «« N. N«. NN. ««. » «- ««4 «- « «»- «»- ««. ««. « N. NN. N«. »«- «N. «. ««. NN. »«. n. »N- N». N«. N««
«N. ««. «- « « N. N «- «« «- N« « «- N« « «« « «N N- «« «- «« «N N «» «N « «« «««. » «««
« «N «N N. «- NN. «- «N. ««. N«A « « N. « ««. ««. N N« «- n- N N« «- «« «« «« N. « «- N- .««
«N o N«. N «- «N. N«. NN.. « o. «« «N o. N«. «N. n «» « » N«.. « ««. «- ««. «N- ««. «« ««. N. N». «.««
«« o « «N N« » N. o. n «« «« «n o. n »N n «» .«« N o «« n. «N N. ««- «- «N «N .«N m «on
N« N« N« «- «N. «n. NN. ««. ««. ««L N- »N N«. « ««- ««. N« «- ««. «- N. NN. «. ««- «N- «N. «N- N«-NN«- »«- N««
«N. N«. «N- N» «« «« N« »« »« «N «» »« »» NN «« «« «N N« « «« NN »» N» «N «» «» «N «» .N» N» «««
N«. «« N «» NN «» «« «N «N «» «« NN «« «« «« «» »» »« N «N «N «» »« N» A»» N« »« «« .«« NN «««
«« «« «N »N »» «» NN N« «« N« «« N« NN »« NN «» «» NN NN N« «» «N .«N N «««
«N N« «« N «« N «N N» «« « «» «» «» N« «N NN «» «« «N NN «N N» "N« «N »««
«« NN «» «n »» N« N« «« »« N« N» N« N «« N« «N »« »« N« N» «N «« m«« «n N««
«» «« «« N» «« « «» «» NN «N N« «» N« N» N« «» «« «» Nn «« «« «« N« «« «««
v a «I «I n n «- u.‘ II a d ‘0 1 1 “r fl 0 .l < I! a. 1 d 0 JG
«- N«. N- N « »« » «. «N « » «« N N « « N «N ««. «« « N« «« «« NN «» «N NN ««. »« N«
N. N. « N « »« «« « « N« »- « »N NN «N «« N. «- «- « » « «« «N «« « «« N «N« N« ««
« «- N« «. « «. N. n. « «- «. «- «. o n. «- ««. «- ««- n. N. «- «- «. .« ««. N«. N«. ”N«. «- NN
». « n. « o « «« «« « «. « »« NN N« N .«« N «« N «« N « «N NN NN «. N« « .«« N «N
«N. ««. NN. «« »« N« «N «N «N «N »- «- «« «N N «« N N N« «« «« N« «N « N« N« «« «N .«« «« «N
««. N«. ««. «« N «- NN «N «« «« « « «« «« « «« ««. «« « N- «« N« N« NN «N «« «« «N .«« «N N«
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mmm2¥UNDO .mmmmam wmemc mmzoq m: NKHA mdmomm moz<ZHIOO A‘HUOm mMMZFZqu BZHImamm

mmmzomg «OumsNU

A.ucouvmeZH

SSENOHVH

EDNEOSEI 003‘!

SHIN-LS

73

 

 

 

 

 

 

 

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an nnu nnu nu uuu ou n vnu nnu nNu vu ou nN o 0 cu ou v a nu an nnu nnu Nu nnu nu nu nu Mn u an.;
o. nnu nu n N cu nu cu nu ou v nu Nn nu v Nu v oN an nN on Nuu Nu Nu nnu nu n n “nn 0 nn.m
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on N1 N N ‘1 uul ial ‘1 1 1 d1 1 1 1% 1 d T 11 d1 in «I «H M
mmmszHDO mmmmam >m9m< xmzoq m: mXHA unmomm u0242nxoa n4n00m mmmzazanm azuumaum n.u:ouvmmozH a

 

 

 

 

 

74

 

 

 

 

 

 

 

 

 

 

 

 

 

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Ln 3.. nu .u nn N .n nn o Nn Nn n NN nn 0 n N. Nn . nu R .u nn 3 u
vu onu nu nnu N nn v N n N W o n nnu nu nu . n Nu nnu n nu v1 a” m m
.u un . nu an .n N. N .N nu u. .n . nnu N u n .n n .u Nn N u .N nnu N n: N. N. nu 3m
Nuu o % Nu N an an n Nn N N nn m ou on nn Nn Nn .n unu vn a nu on N. Nu v nu _Nu Nnu .Nx
n Nu a nu v Nu nu nn nn cu N on uu n n m an an n Nnu SN J1 Nn 1 n a An nu .Nu mul on».
n 3 .n mu vN nN Nn N n nu nu nn nn n on Nu 2 . nn N on 2 on 3 Nu nu . nu .N 7 Na...
nu nn .N nu NN n NN on Nn Nnuknu nn m n nu nu on o n Nu N. 1. cu o . nu nn n S hu 3w
. NN .n n NN Nn oN on 2 nnu n 3 cu Nu n . nn N nu nNu nn 3 n um nu NN on Nu .n Jnu 3v
Nn on u onu nu Nn an an nn nu Nu N cu v NN NN an .N .n N. n NN ou nu Nu nu NN nu .nu nNu :3
N N .n Nnu N. on on NN N 3 2 a nu Nu an Nn a .n on nu 3 o . nn nu mu nu Nu nu .u no
N NN N mu m nN NN NN nn . a nu ou nu u on S .N o .u Nn N 2 on N Nu N N. ..u nnu no
N. a. Nn Nnu an on 3 u N nu .nu nn nu ou on nu 3 Nn nn .7 un on an on .n nnu n nNu “nnu Nnu 3w
N. on on ou n nn nN un . nNu ou o Nnu nn Nn cu o .n on .u 2 9N n a . cu nu Nnu .nu nu 3m
3
2 3 a. NN 2 2 no N. no 3 on no No 3 N. on on an .N NN 8 3 .N o n N n .3 ..n .N s
mtg 953w”: wwmzxonoo

75

an Nv on vuu.°u nm on an on Nu an ta v« on ow on so ow on n on «m .N ON on 0 on o~u.nnu onu «an
n nnu nu ma cu «mu 0 o n Nuu cu m ou nu nNu cu mu «nu nnu nnu v a" nu mu a «nu n n. no on man
v Na 0 n 0 an cu m a
on N cu an nu onu «Nu ouu ouu n nm Nnu on v» v» on. a N an «N nu «Nu nnu «u nu nnu o nu .nnu vn nun

on n nnu ouu cu su N cu nNu nw on nu o 0 V cm on n nu am an swu o .«u a an a nu v~u a nun
an «N nu an o n on 9 an owu n v «0 vu Nu nu a on nNu an n «a on b «u on om v~ .N n nun
v» an ou N nu «Nu on a nu mu m ou a Na on nu on n ou an an n on on cm a an a .n on can
a on ou vuu «up nu nnu « nnu VN n onu vu nu an no mu n O a n nnu s ow N .«u an vnuunnu n «on

n Nn nu nnu nu n n nnu nNu nn nn n nN nN nn nn nu nn NN nN on nnu nn nN nn nnu nu nNuNNnu nnu nnn
n nnu nu N nu nnu nnu nNu nNu nn Nn nnu nN NN nN nNu n nnu nN nN n nu Nu v n nnu n. 4N n nN nnn
nu nn nn nu Nn on nN on on nnu vu Nn nu n nu «N N NN NN nnu an an nn ”N n on «n nnu.nnu nnu nan
Nu an nn nu nN nn on n nN n nnu nn nN n nN n nN nn n nnu Nn nN nn nN on nu nn .nnunnu nu nnn
nn nN N nnu on on n n nn nN nn Nn nn Nn nn nu Nn on nn nu nn nu nN nN n n Nn NN. Nnu nnu .nn
nu n n nnu Nn nn nn n nN n n nn n nnu nn n nn nn n nN. NN on nn nn nnu nu Nn. nnu.nnu nnu nnn
n nN nn nu nn NN nn nn nn nnu nnu NN on n on N. nN nN n nnu nN nv nN nn nu n NN .n. .n Nnu nnn

N NN nu n NN nnu N. on nnu n nn nN nnu nN on Nn nu on .nnu.nnu nnu nnn

   

unauunuuuauuuuuqnu
NN,/NN Inn n n nn nn nn nn n n n. n nn Nn nn nn NN .. nn nn n n n n. n n .n. .n. nnu Nn
n. nn N ,.n. NN n n nu nn nn. n n n nn nn nu nn nnu n. N nu NN N. nn n N n Nn... N on
nu n nu N urn. n nu Nu nu nu nn nn. N nu nnu nnu nu nu nu nu N nu n nu nnu n n nn ”Nn nn nn
n. u NN nu n [Inn nn n n nnu n nn nu N n nnu n N. n nu n nn Nnu n n. n n. N. ”N. nu nn
n. .-n n n n. n [Inn v Nn n n Nn nu nu nu n n nN N nu nu on n nn nu n n nnu nu NN. nn
n. nn n nu nn nn n .unN n N n nn nn. nn n nn nn n N. n. N n nu n nn n n n n N N.
n on nu N. n n nN nn.unn n. nn Nu nnu n. n nn Nn nn n nnu n n. n n n n NN n. ”N n- no
n. an Nn n. n Nn N nn N [In n. nn nu nn- n. n . nn Nu nn. n NN n nn n nn nu n. .n N. nnu
nN n nn. n. nnu n N n. n n [Inn n n n. n n N n nn n n nu n N. nn n. n. n nnu n. nos
n n n nn n n n on nu on n IzNu nn nN n N nn n. nn n n n. nu n n n N. N. .nn. N .nnx
n. n. n nnu nn Nn nn Nu nn n N. N .In N. nn N n n n. nn. n. nn n n nn nn. n. n nnn nu .nnm
nn n n N n. n. nnu nnu n. n nn n N .uNn on N N n n nn n n n N n nnu N .n. .N. n. .nw
n nn nn nu N N. an nu nnu n. nn N- nn n ..n n. n n. nn nn n n N. n. .N nu N. N. _n. N nnx
on Nn nn nnu n nu n n nu n n nn on n n [Innu N n. nn NN n N. nn n n nnu nn NN..N. nn. Nnu
.n nn n. nnu nnu n nn nn n n N N N n. nnu n ..nn nN N. n n

nu n n n nn NN .Nn .nu Nnu nnm
n an nn nu o n on an v n on n N n N nn mull. nN nu an o vn an
nn nN nn. nu nu nN n nn nn n n. n nn

n « hm nu “nnu v
n ou o .Ou .ou onu _nn
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n N n. .n. nn nN
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nu n n nn Nn n N Nn n n n I.nn N. n nu n. nu
NN n n n n n. n N nu n nn n./ nu n N. .n n
n. nu nnu nn N n. nn. n n Nn N nu n. n [INN n nnu nnu
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n nnu nnu nn nu n. N. n. nnu nu nNu Nnu nu nn nu nu n nnu n NN .Nn nn nnm
u N. nu N nu nu N nnu Nnu n nnu nu nu nn N. nu nu n nnu nu .Nn nnn nn nno
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an nu. uu uu. .u- n n. uu. n. nu. .. n. nu cu 7.. on n m
ou nu. n u n v. nu. nu. u. cc. no nu nu uu .nu o. nn H
un ou- u uu. .. nu cu. o m‘ on. o mu nu uu mnn nv nu A
.meun. nu .. nu. .. nu. .. u nu. n on nu n ..n un .u
m N. no u. a. nu n 5 133141113
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cn o n n on. uu v «u. n n nu no nu nun nn un nu
nu nu. nn u nu. n uu. nu. nu vu. n. o. n. .nu nu uu Mn
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nu .u. .u nu vn nu .u on
nu on. on uu cu nn .n on
nu uu. nn on nu un ”n. n.
n nu. nn nu n nu .nn on

can nnu non nan non n.m_u°n.uon
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HONSDSHIHODV

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20 202 mmmm mm<
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sans XDIflO

APPENDIX G.--Cluster, subcluster, and item correlation matrix
for the female sample.

78

79

 

 

 

 

 

 

 

 

 

 

 
 

 

   

 

 

 

 

 

 

 

 

 

 

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nu. n. nu nu. n nu u. nn m
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uu nu n n u. uu n. n. nu n nu uu nu n u nnu nu nn H
Hrl NP D DH E D HHI 0 D 0 HM. Gui.
n u. n u u n n. n n n u nu n- nu. n .a. nuFI. mn s
n. nu n nu uu u nu nu n n n n n- uu. nu .n n. nu m
n nu n n- n n. nu n. uu n u n n u .n .nu n nn
nu. u uu uu n n uu n n uu nu u. u- n- n nu .uu n nn m
DH. I! h nl F n B H. NH. I “0 DI N0 F H.- H . I W
nu n nu nu uu.,«u a S n.- uu u. n. -n.. n n. 1. Fl nnnm
u n nu n u n nu n .u u-Q n- n. n .n .nu nu nunm m
nu xnu nn- n _ n n. n n nu n- uu n. n- n n Nuu uu un.n m
nu n. nu n n. n n n n u. n n n- nu n. nu n. n s m
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u. nu. uu. nu n uu nu Inu nu nn uu. u. nn n nu uu n. u. uu nu n nu nu nu nu u nu uu .nu uu n m m
u n. nu. uu nu nu nu uu Inu nu n. u nu u n nu n uu nu n uu n nu nu nu nu nu nu .nu uu nn.. 3
n. u. n. nu n uu nu nu nu Inu n. n. n nu. n- nu n nu n. n nu n- uu n uu n nu nu _nu nu nu m
n. nu. nu- nn unxlnn on nu nu n» u n nu an nu -HH n Nnu n bu nnu nu n .
«q\ n. u mu nu nu uu. n. n. u nullun n xmu nu nu nw\ on u. nu nu nu nu uu mm nu ma nu .fl n _mmun
n n. n u. n nu u. u n. n un nn/nu nu nn nu nu uu nu nu nu nn nu nu uu n. nu nu nun nu nnm
n u. nu- uu n nu nn nu n nu n nu n -/uu uu uu n nu nu nu nu nu nu uu nu .- uu nu .uu nu .nn
nu n n. uu uu nu n u nu. nu nu nu uu nu-qu uu nu uu nu nu nu nu nu nu nu nu uu nu-.nu uu nn
n. nu. n n. nu nu nu n n. uu u nn uu uu nn uu n n u nu nu nu n uu uu uu uu nu .nn uu .nn
\mau n. nu- nu uu n uu nu nu uu nu nu uu uu uu nulluu nn uu nu nu nu nu nu un u nu uu qn- nu nnun
n uu. uu. nu n n. n. n n n nu nu n nu n. uu nn-,nn nu n nu nu nu n nu n. n uu .nu nu nu m
v. an n. be nuLo NN PHI nun DH Nunf DH M.— v on on no NM 0 D.— h kn n NN 3 mm .m— .n.— v." um S
lun1 n. n. n. n u. uu nu n. uu u. nu nu nu u uu nu uu uuzluu nu nu nu nu nu n- n n nnu nxu nn w m
n n uu. n n u nu n n n nu nu nu nu nu nu n n uu nullnn nu un nu nu nu nu u .nu nu nn_m L
hw hNu n. D mb- DH 9 an an wm‘ DH um mm mm nu xwm ww an mm rm by NH no NH an xb 3N u~ KN na- vn m
nu. n. uu- nu n nu nu n n. n nu nn nu nu nu nu nu n nu nu uu nn/Inn nn nu n nu nu _nu nu nn.A
n uu. nu. nu n nu nu nu uu nu nu nu nu nu n nu nu nu nu un un nn nn-Inn nn n nu uu .nu nu un n
.n. n nu. nu u. uu nu nu n n uu nu uu nu uu nnu n- n nu nu uu nn \nn nn nu n. n n nnu uu unmu
nu. nu. nu- nn nu uu nu nu uu nu uu uu nu nu uu un nu uu nu nu uu nu nn nu nu nu nu nu _nu nn nn
n n. u nu nu n u nu n n nu n. n. nu uu u n. n n. nu n n n n. nuJu/nu n nu nn nnu.n
n. nu. nu- nu n nu nu nu nu n uu nu uu uu uu nu n uu n nu nu nu nu n nu nu nu-Inn nu un nn.a
nu. un. nu. n n nu uu nu nu u nu nu nu nu. nu uu uu uu n u nu nu uu n nu n nn nuLnu nu .unw
n. uu. nu. n nu nu nu nu nu nu nu un uu nu nnA nn nu nu nu nu nu nu nu nu nu nu nu nu .nullnn nn u
n. nu. nu. n nu nu uu uu nu nu n nu nu uu uu nu nu nu n nu nu nu nu uu nn nn un nu nn nn nn
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mozmozmumazu weuzmomzoo zomqmz<mo mzoneomzzou maze: eumummm mmoz¢m<Mum<

anoo<—o urn z— >h—44232rou

80

 

 

 

 

 

 

 

 

 

 

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