AN INVESTIGATION OF THE
RELATIONSHIP BETWEEN STEREOWPE
AFFECT AND STEREOTYPE' BIAS

Thesis for the Degree of M. A.
MICHIGAN STATE UNIVERSITY
STANLEY H. COHEN
19-68

 

 

 

 

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ABSTRACT

AN INVESTIGATION OF THE RELATIONSHIP
BETWEEN STEREOTYPE AFFECT AND
STEREOTYPE BIAS

by Stanley H. Cohen

Previous studies had demonstrated that individuals differ-
entially ascribe traits (or adjectives) to various ethnic or national
groups. These descriptions define the stereotypes or prejudgments
of members comprising the groups and, in turn, determine the af-
fective (like-dislike) dispositions an individual has toward the groups.
There existed, however, no direct evidence on the veridicality of
stereotyping behavior or the relationship between stereotype affect
and judgments of the socioeconomic characteristics of groups.

Students enrolled in introductory psychology courses at
Michigan State University selected adjectives descriptive of Ameri-
cans, Englishmen, and Italians and, also, completed an 18 item
multiple-choice test intended to measure the extent of their socio-
economic information about these national groups. The responses

on these instruments were utilized in computing, for each subject,

Stanley H. Cohen

his affect and bias (the favorableness or unfavorableness of his
errors on the information test) toward each national group.
Analysis of the data indicated that:
1. Subjects correctly ordered the national groups on the
socioeconomic characteristics, but underestimated the

variability of the groups on these characteristics.

2. For each national group, affect and bias were positively
correlated.

3. The national groups were differentiated to a greater
degree on the bias variable than on the affect variable.

4. The intercorrelations among the national groups for
both the affect and bias variables exhibited a Markovian
pattern; that is, the correlation between American re-
Sponses and Italian responses was equal to the product
of the American-English correlation and the English—
Italian correlation.

Two post hoc models were postulated to explain the observed corre-
lation matrices for affect and for bias. Since all of the parameters
were exactly determined, none of the correlations could be predicted.

The findings of this study suggested that further research

on stereotype affect and bias should include several ethnic and nation-

al groups, alternative procedures for measuring affect and bias, and

employ subjects of different national or ethnic origin.

Approved:

Date: (Ir/é?

Thesis Committee:

J. E. Hunter, Chairman
T. M. Allen
A. H. Eagly

AN INVESTIGATION OF THE RELATIONSHIP
BETWEEN STEREOTYPE AFFECT AND

STEREOTYPE BIAS
By

Stanley H II 'Cohen

A THESIS

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

MASTER OF ARTS
Department of Psychology

1968

To my parents and wife, Judy

ACKNOWLEDGMENTS

Invaluable guidance, direction, and assistance was provided
by Dr. John E. Hunter, Chairman of the thesis committee. His
criticisms and suggestions were instrumental in clarifying many is-
sues and analyses in this thesis.

I would like to thank Dr. Alice H. Eagly, now at the Uni-
versity of Massachusetts, for her commentary during the initial
phase of this research endeavor; and to Dr. Terrance M. Allen who
reviewed the final manuscript.

Gratitude is expressed to the Agriculture Experiment Sta-
tion and the Computer Institute for Social Science Research for pro-

viding data analysis routines for the CDC 3600 Computer.

iii

TABLE OF CONTENTS

ACKNOWLEDGMENTS

LIST OF TABLES

LIST OF APPENDICES

Chapter

I. INTRODUCTION

Background . . .
Statement of the Problem .
Research Hypotheses

II. INSTRUMENTS

Adjective Stereotype Scale
Socioeconomic Stereotype Scale .

III. METHOD

Subjects .
Dependent Variable Instruments
Procedure

IV. RESULTS

Socioeconomic Items .

Stereotyping Behavior under the
Two Conditions . .

Affect- Bias Relationships

Two Models for the Data

V. DISCUSSION .

iv

Page
iii
vi

viii

01H

14
14
14
15
16
16
22
25
31

38

Page
REFERENCES 41

APPENDICES.....................43

Table

LIST OF TABLES

Means and Standard Deviations of the Most
Desirable and Least Desirable Alternatives
for the Socioeconomic Items .

Socioeconomic Item Means, Correct
Alternatives and Median Standard Deviations
for the Object Groups Within the RM
Condition . . . . .

Socioeconomic Item Means, Correct
Alternatives and Median Standard Deviations
for the Object Groups Within the KBM
Condition . . . . .

Means and Standard Deviations of the Raw
Socioeconomic Responses for the RM and
KBM Conditions by Object Group .

Analysis of Variance of the Raw Socio-
economic Responses in the RM and KBM
Conditions .

Means and Standard Deviations of the Bias
Scores for the RM and KBM Conditions
by Object Group

Analysis of Variance of the Bias Scores in
the RM and KBM Conditions .

Correlations Among the Mean Adjective
Responses for the RM and KBM
Conditions . . . . . . .

vi

Page

13

17

18

20

21

22

23

24

Table

10.

11.

12.

13.

Illustration of the Transformation of Raw
Adjective ReSponses into Affect
Scores

Means and Standard Deviations of Affect
Scores for the RM and KBM Conditions
by Object Group

Analysis of Variance of Affect Scores for
the RM and KBM Conditions .

Within—Subject Correlations Among Affect
and Bias by Object Group for the RM
and KBM Conditions

Estimated Standard Deviations of the Model II
Parameters and Their Correlations with
Affect and Bias for the RM and KBM
Conditions .

Vii

Page

26

27

28

30

36

LIST OF APPENDICES

Appendix Page
A. Questionnaires . . . . . . . . . . . . . . . 43
B. Tables . . . . . . . . . . . . . . . . . . . 73

viii

CHAPTER I

INTRODUCTION

Background

 

Stereotyping behavior has been extensively studied for the
past thirty-five years. The research has focused almost exclusively
on the extent to which individuals agree on a set of adjectives (traits)
as being descriptive of ethnic and national groups or on the negative
affective value of these traits (prejudice). A recent review of this
literature (Fishman, 1956) emphasized the relative absence of stud-
ies attempting to investigate the "kernel of truth hypothesis"; that
is, stereotypes though oversimplifications are to some degree ac-
curate characterizations based on veridical information about the
object group. Previous measures of stereotyping behavior obviated
the possibility of testing this hypothesis. These studies have relied
almost totally on trait descriptions of object groups for which there
existed no external validation sources. However, measures with
determinable indices of veridicality can be constructed and utilized

to assess not only the degree to which an individual correctly

identifies a property of the object group but also the direction of his
error (an indication of bias). This writer does not believe that for'
every trait associated with an object group there is a ”pool of factual
material" which is the source for that trait or which directly medi—
ates the formation of that trait. But, there is evidence in the litera-
ture (some of which is, however, only tangential) that the desirability
(or affective property) of the stereotype traits is related to the errors
committed by individuals on measures of their information about an
object group.

The first empirical study of stereotypes to be reported in
the literature (Katz and Braly, 1933) became the research model for
subsequent investigations. Katz and Braly presented subjects with a
list of 84 adjectives. From this list subjects checked those adjec-
tives which were typical of given ethnic and‘national groups. The
stereotype for each group was defined as those adjectives receiving
the highest endorsement. * They also had the subjects rank-order
the groups on a preference dimension (Katz and Braly, 1965). The
rank-order correlation between the preference order for the groups

and the mean desirability of the adjectives within the groups'

 

*These adjectives were those with the highest marginal
totals, not the set of adjectives whose totals were jointly highest.

stereotypes was . 891 (N = 10). * This analysis suggested that the
"feelings" of individuals toward an object group are reflected in their
choices of adjectives with which to describe the group.

A study not specifically investigating stereotyping behavior
(Hammond, 1948) determined that affect and bias were negatively
related. An information test on Labor Unions and Russia was con-
structed. The test was composed of two-choice items with the
alternative pairs for each item equidistant from the "truth. " The
pro or favorable response (indicating positive affect toward the atti-
tude object) was determined a p_r_io_ri. Hammond' s presumption was
that attitude affect would produce errors in perception and recall and
result in errors in a pro or con direction for subjects with favorable
and unfavorable dispositions, respectively, toward the attitude ob-
jects. To assess the construct validity of the test, a group of union
members and a group of businessmen were administered the items
and their errors were scored for directionality. The results were
that individuals with relatively negative attitudes toward the attitude
objects made fewer pro responses on the information test than indi-
viduals with positive attitudes. This study provided a technique for

investigating the relationship between affect and bias in stereotyping

*This correlation was computed by this writer from data
included within the article.

behavior. Campbell (1950) cited this error-choice technique as a
valuable methodology for procuring attitude measurements without
introducing nuisance variance due to the reactive nature of the mea-
suring instrument.

The only study directly aimed at discovering the relation-
ship between stereotype affect and veridicality is that of Schuman
(1966). His subjects were native Pakistanian college students who
were asked to describe the peoples of 12 districts in East Pakistan.
The students selected 4 adjectives (from'a modified Katz and Braly
checklist) which characterized the people in each district. Stereo-
type validity was secured by comparing the adjective responses with
survey data which on the basis of face validity seemed related to the
same dimensions connoted by the adjectives. * Schuman concluded
that (1) stereotype validity is a function of the observability of the
behavior, (2) positive characteristics are more accurately assessed
than negative characteristics, (3) stereotypes are more accurate if
the object group has changed little over a long period of time, and
(4) stereotypes are more descriptive of prior rather than current

phases of ethnic history.

 

*For example, the adjective "religious" was compared with
survey data on church attendance.

Statement of the Problem

 

The primary aim of this investigation was to examine the
relationship between stereotype affect and stereotype bias. Bias is
a derivative of veridicality and includes both the direction and mag-
nitude of error. Secondarily, the author collected additional data
for comparing two methods of obtaining trait descriptions of object
groups. The study was divided into two phases. The first phase
(reported in Chapter II) consisted of the development and construc-
tion of:

1. An adjective checklist,

2. A socioeconomic scale (or information test),

3. Social desirability values for the adjectives on the

checklist,

4. The direction of bias for the items on the socioeconomic

scale.
In the second phase of research the instruments from the first phase
were used to analyze the dimensions of bias and affect in stereotyp-
ing behavior.

Stereotyping behavior was measured in two ways. These
were the Katz and Braly technique and this writer' 8 revision of this
technique. The Katz and Braly procedure has subjects respond to

each adjective in an all-or-none manner. The subject only states

whether the adjective is typical of the object group. Otherwise, he
makes no response to the adjective. After this initial pass through
the set of adjectives on the checklist, the subject chooses from his
set of typical adjectives those five which are most typical of the ob-
ject group. This final set is the stereotype. This writer' 5 revision
required the subject, for each adjective, to mark the proportion of
the object group described by the adjective. The subject responded
on a five-point numerical rating scale with descriptors: almost none
of the group, about one-quarter of the group, about one-half of the
group, about three-quarters of the group, and almost all of the group.

Bias toward the object groups was determined from the sub-
jects' answers to the list of socioeconomic questions. These ques-
tions covered a range of content including population figures, birth
rates, income, etc. The correct answer for each question was the
most recent statistical index available to this writer. Bias was de-
fined as the difference between the subject' 5 answer and the correct
figure, weighted by a plus or minus one depending on the pro or con
direction of the item.

Stereotype affect was computed in an identical fashion for
both the Katz and Braly technique and the revised technique. The
subject's responses to the adjectives were weighted by the mean
social desirability value for each adjective (after the social desir-

ability of the adjectives on the scale had been centered at zero).

During the first phase of the research three national groups
were selected as object groups——Americans, Englishmen, and Italians.
The groups are salient stimuli for college students and their stereo-
types are probably not in a state of upheaval because of recent politi-

cal or sociological events in the world.

Research Hypotheses

 

1. Subjects would exhibit differential bias and affect toward
the three object groups.

2. Within subjects, stereotype bias and affect are linearly
related in a positive direction.

3. Trait descriptions (adjusted for social desirability) of
the object groups from the Katz and Braly technique
and the author' 3 revised technique would not be identi-

cal.

CHAPTER II

INSTRUMENTS

Adjective Stereotype Scale

 

Selection of Adjectives

 

Subjects. -- Thirty-nine students at Michigan State Univer-
sity enrolled in introductory psychology courses volunteered for the
study. _S_ received experimental credit toward the grade for the
course. The §S were divided into two sections with each section
participating on different experimental days. This procedure was
for experimental convenience during the testing sessions. There
were 19 female _S_s and 20 male _S_s with a mean age of 18. 9 years.
Seventy-four per cent of the _S_s were freshmen.

Dependent variable instrument. -- The instrument was an

 

open-ended questionnaire booklet divided into three parts. (See
Appendix A.) Part I contained seven‘autobiographical questions.
Part II consisted of a list of ten ethnic, national and religious
groups-—Americans, Catholics, Englishmen, Frenchmen, Germans,

Italians, Jews, Negroes, Red Chinese, and Russians. Two of these

group names were printed on each page of the booklet. Five differ-
ent orders of presentation were selected for these ten groups.
Part III of the booklet contained seven examples of rating scales.

Procedure. --§S were randomly assigned to one of the five

 

booklet-orders. _E administered the questionnaire booklets in a
group testing session. The instructions for the task were presented
orally. _S_ was told that he was participating in a study of the impres-
sions individuals have of groups of people. Below each group name,
S was to write characteristics which distinguished this particular
group from the other nine groups. After completing this part S con-
tinued on to Part III. Here, S was to rank the rating scales as to
his preference for using the scales to assign "degrees of existence"
of the characteristics he had written in Part II. For example, one
of the rating scales would allow him to indicate whether a character-
istic existed in almost none, about one—quarter, about one-half,
about three-quarters, and almost all of the group. Another rating
scale would allow him to indicate if a characteristic existed in 0%,
10%, . . ., 100% of the group.

Results. --_S_s' protocols were content analyzed for adjective
(trait) responses. Two judges independently classified the adjectives
for the American, English, and Italian groups, separately, into clus—

ters of synonyms. From each cluster one representative adjective

10

was selected. These adjectives, together with some of the adjectives
from the Katz and Braly checklist, were combined into an 80 adjec—

tive stereotype list.

Determination of the Social Desirability
Values of the Adjectives

 

 

Subjects. —- Fifty-three students at Michigan State Univer-
sity enrolled in introductory psychology courses volunteered for the
experiment. For participating S received credit toward the course
grade. There were 27 female §S and 26 male _S_s with a mean age of
18. 7 years. Seventy per cent of the SS were freshmen.

Procedure. -- _S_ was presented with the 80 adjective stereo-

 

type list, the adjectives arranged in alphabetical order. S was in—
structed to mark on a five-point numerical rating scale the degree to
which he believed the characteristic (adjective) was a desirable qual-
ity for someone to possess. A _1_ indicated the characteristic was
undesirable; a _S_ indicated the characteristic was desirable.

Results. -- The mean and standard deviation of the social
desirability ratings for each adjective are found in Table A in Appen-
dix B. These means served as social desirability values for the
adjectives in the main study. The mean social desirability value for

the 80 adjectives was 3. 28 with a standard deviation of 1. 05.

11

Socioeconomic Stereotype Scale

 

Selection of Items

 

The author searched statistical yearbooks (Statistical Office
of the United Nations, 1965; U. S. Bureau of the Census, 1965) for
socioeconomic indices on the United States, England, and Italy which
could be written into items having a multiple-choice format. Eighteen
such items were constructed each with ten alternatives. The alter-
native numbers for the correct answers to the items were approxi-
mately evenly spread over the interval 3-8. A given alternative often
included a range of values for the possible correct answer. The
values within an item could not be linearly spaced from alternative to
alternative and still achieve items with different correct alternative
numbers for at least two of the three national groups.

Desirability Direction for the
Socioeconomic Items

 

 

Subjects. -- Thirty-seven students enrolled in introductory
psychology courses at Michigan State University volunteered to par-
ticipate in the study. Each received experimental credit toward the
grade for the course. The mean age was 18.8 years and 69 per cent
of the _S_s were freshmen.

Procedure. -- Ss were instructed in group testing sessions

 

to read the 18 multiple-choice items and to respond to the items for

12

"people in general. " The order of the items was randomized before
the presentation. S was to select for each item the two alternatives
which he believed were descriptive of the most desirable situation

and the least desirable situation for this object group.

Results. -- The mean and standard deviation of the most and

least desirable alternatives for each item are reported in Table 1.

13

Table 1. -- Means and Standard Deviations of the Most Desirable and
Least Desirable Alternatives for the Socioeconomic Items

 

 

 

 

(N = 37)
Most Desirable Least Desirable
Item
Number Mean Standard Mean Standard
Dev1at10n Dev1at10n
1 2.03 1.21 8.82 2.90
2 2.11 1.97 9.06 2.53
3 9.47 0.99 1.97 2.21
4 6.94 2.27 4.17 3.93
5 8.50 1.32 1.83 1.91
6 9.03 1.77 2.56 2.98
7 8.83 1.64 3. 17 3.63
8 7.53 1.54 3.56 3.78
9 6.50 2.40 4.86 4.28
10 5.44 2.51 8.00 3.54
11 9.17 1.50 2.19 2.93
12 3.81 2.61 8.86 2.87
13 5.44 1.67 1.94 2.39
14 7.22 1. 92 4.03 4.05
15 6.83 2.33 2.03 2.59
16 3.83 1.54 8.67 3.03
17 5.61 2. 14 3.53 4.02
18 7.14 2.08 5. 94 4.36

 

 

 

 

 

CHAPTER III

METHOD

Subjects

One hundred and twenty-three subjects at Michigan State
University enrolled in introductory psychology courses volunteered
for the study. S received experimental credit toward the course
grade. §_S were randomly assigned to one of two experimental con-
ditions: the revised method on the American, English, and Italian
object groups (RM) and the Katz and Braly method on the same object
groups (KBM). There were 73 §S in the RM Condition with a mean
age of 18.0 years. Sixty-four per cent of the RM _Ss were freshmen.
There were 50 SS in the KBM Condition with a mean age of 18. 2 years.

Sixty-six per cent of the KBM _S_s were freshmen.

Dependent Variable Instruments

 

The questionnaire booklets for the RM and KBM Conditions
were in two sections. (See Appendix _A.) The first section was the
80 adjective stereotype list. The second section contained the Socio-

economic Stereotype Scale.

14

15

Procedure

 

The questionnaire booklets were administered in group test-
ing sessions. The number of testees in each session ranged from 2
to 22 according to the number of _S_s who had volunteered to participate
at a particular time period. Within a testing session all §S were in
the same experimental condition. Each experimental condition was
distributed over the experimental days until the subject quota for the
experimental condition was achieved.

§S in the RM and KBM Conditions were informed that the
purpose of the study was to determine their impressions of various
groups of people. _S_s were instructed to complete the questionnaire
booklets for the three object groups. The RM Condition employed
the author' 3 revised method and the KBM Condition employed the

Katz and Braly method.

CHAPTER IV

RESULTS

Socioeconomic Items

 

Before the presentation of the data collected from the Socio—
economic Stereotype Scale, the reader should realize the potential
difference between the raw response data and these responses trans-
formed into bias scores. For within object group comparisons, anal-
yses of raw responses and the bias scores would yield identical
results. However, between object group comparisons using the raw
and bias data could produce dramatically different conclusions. For
example, suppose the American, English, and Italian means for an
item were 2, 3, and 4. Here the groups are well separated and quite
distinct. The bias means, defined as observed mean minus correct
response, would be 0, 0, and 0 if the correct responses were, re-
spectively, 2, 3, and 4. Thus, there would be no differences among
the bias means for the three national groups.

For each socioeconomic item, response means and standard

deviations were calculated for each object group within the RM and

16

17

 

 

 

 

 

 

 

 

 

 

 

Table 2. -- Socioeconomic Item Means, Correct Alternatives and Median Standard
Deviations for the Object Groups Within the RM Condition
(N = 73)
Observed Correct Median
Standard
A E I A E I Deviation
Items Relating to
Economic Conditions
Per Cent Unemployed 5. 21 6. 22 7. 74 8. 00 3. 00 4. 00 2. 32
No. of Rooms/Dwelling 7.95 7.00 5.73 8.00 8.00 5.00 1.94
Motor Vehicles 8. 03 6. 32 4. 63 7. 00 4. 00 3. 00 2. 32
Hourly Earnings 6.88 5.48 4.07 7.00 5.00 5.00 1.73
Construction 6.66 5.25 5.15 7.00 4.00 3.00 2.00
Telephones 8. 05 6. 60 4. 75 7. 00 5. 00 3. 00 2. 63
Items Relating to
Education
Higher Education 8.11 7.11 5. 63 6. 00 3. 00 3. 00 1. 94
Demographic
Characteristics
No. of Persons/Household 7. 08 6. 96 9.19 5. 00 5. 00 6. ..0 1.35
People/Square Mile 6. 60 7. 38 7. 05 3. 00 7. 00 6.90 1. 74
Per Cent Population
Increase 5. 90 5. 47 6. 88 6. 00 3. 00 3. 00 2. 55
Size of Population 7.60 5.01 4.92 7.00 4.00 4.00 2.18
Health _
Infant Mortality Rate 2.29 3.36 4.56 5.00 4.00 6.00 2.26
Life Expectancy 7. 67 6. 77 5. 48 7. 00 7. 00 6. 00 1. 40
Social Statistics
Marriages I). 12 8. 85 9.07 4. 00 3. 00 3. 00 1. 43
Per Cent of Males
Married 5.93 5.36 6.26 6.00 7.00 4.00 2.51
Miscellaneous
Newspaper Production 5. 81 5. 21 3. 89 4. 00 5. 00 4. 00 1. 79
Length of Workday 4. 04 4. 64 5. 40 5. 00 5. 00 3. 00 1. 06
Movie Attendance 4. 73 4. 47 3. 71 4. 00 3. 00 5. 00 2.32

 

 

 

 

18

Table 3. -- Socioeconomic Item Means, Correct Alternatives and Median Standard
Deviations for the Object Groups Within the KBM Condition

 

 

 

 

 

 

 

 

 

 

 

 

 

 

(N = 50)
Observed Correct Median .
Standard
A E I A E I Deviation
Items Relating_t2
Economic Conditions
Per Cent Unemployed 6. 00 6. 82 8. 24 8. 00 3. 00 4. 00 2.15
No. of Rooms/Dwelling 8.18 6. 82 6.08 8.00 8.00 5.00 1.75
Motor Vehicles 7.82 5.48 4.38 7.00 4.00 3.00 2. 11
Hourly Earnings 7.26 5.42 3.76 7.00 5.00 5.00 1.38
Construction 6.14 4. 72 4.10 7. 00 4. 00 3. 00 1. 97
Telephones 7.48 5.70 3.64 7.00 5.00 3.00 2.34
Items Relating_t_o
Education
Higher Education 7 40 6 16 5. 22 6. 00 3. 00 3. 00 1. 4O
Demographic
Characteristics
No. of Persons/Household 6 90 6. 42 8. 72 5. 00 5. 00 6. 00 1. 59
People/Square Mile 5 86 7 20 8. 72 3. 00 7. 00 6. 00 1. 84
Per Cent Population
Increase 6.50 5.38 6.88 6.00 3.00 3.00 2.59
Size of Population 7. 82 5. 46 4. 90 7. 00 4. 00 4. 00 2.13
Leash.
Infant Mortality Rate 2. 44 3. 34 4. 96 5. 00 4. 00 6. 00 2. 12
Life Expectancy 7 24 6 08 4. 60 7. oo 7. oo 6. oo 1.39
Social Statistics
Marriages 8 78 8. 46 8. 72 4. 00 3. 00 3. 00 1. 63
Per Cent of Males
Married 5 16 5.16 4.60 6.00 7.00 4.00 “2.21
Miscellaneous
Newspaper Production 5. 28 4. 86 3. 80 4. 00 5. 00 4. 00 1. 70
Length of Workday 4.10 4.48 5.32 5.00 5.00 3.00 1.31
Movie Attendance 4. 70 4. 20 3. 54 4. 00 3. 00 5. 00 1. 84

 

19

KBM Conditions. Tables 2 and 3 present these statistics for the RM
and KBM Conditions, respectively, together with the correct alter-
natives for each item for the three national groups. Only the median
item standard deviation is listed. The item means designate the
extent to which SS differentiated the national groups on the character-
istics underlying the socioeconomic items. On 13 of the 18 items in
the RM Condition and 14 of the 18 items in the KBM Condition the
object groups were ordered (by the means) either American-English—
Italian or Italian-English-American. In considering the correct al-
ternatives, these orders should have occurred on 12 of the items and
Should have all been American-English-Italian. On three of the
items--unemployment, population increase and length of workday--
_S_S reversed the actual orders. Furthermore, §S, in general, under-
estimated the actual variability of the object groups on the items.
The observed ranges of the item means for 13 of the items were less
than the actual ranges of the correct item alternatives.

The overall means and standard deviations for the raw re-
sponses for each object group are indicated in Table 4. The effect
due to object group was statistically significant in both experimental
conditions (see Table 5). Americans received the highest mean
score on the 18 items followed by Englishmen and then Italians.

To determine the magnitude and direction of errors on the

socioeconomic items a bias score for each S was calculated by

20

 

 

 

 

 

Table 4. -- Means and Standard Deviations of the Raw Socioeconomic
ReSponses for the RM and KBM Conditions by Object
Group
Condition
Object RM* KBM**
Group
Mean Standard Mean Standard
DeV1at1on Dev1at10n
American 7.04 .712 6.72 .661
English 6.23 .733 5.90 .752
Italian 5.50 .965 5.11 .715

 

 

 

 

 

Note-—Before item scores were averaged, items with a
mean most desirable alternative value less than 5. 00 were reversed
by subtracting the raw response score from 11.

*N=73

**N = 50

subtracting the correct alternative number from the alternative
number he marked. To make the direction of bias comparable over
the 18 items the signs of the differences were reversed for those
items which had a mean most desirable alternative value less than
or equal to 5. 00 Finally, the biases on the items were summed and
divided by 18 to arrive at a mean bias score for each S toward an
object group. Table 6 contains the means and standard deviations

of the bias scores in the RM and KBM Conditions. In each condition

21

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22

Table 6. -- Means and Standard Deviations of the Bias Scores for the
RM and KBM Conditions by Object Group

 

 

 

 

 

Condition
Object RM KBM
Group
Mean Standard Mean Standard
Dev1at10n Dev1at10n
American 1.38 .712 1.05 .661
English 0.73 .733 0.40 .752
Italian 0.61 .965 0.22 .715

 

 

 

 

 

the effect due to object group was statistically significant as deter-
mined from an analysis of variance. (See Table 7.) In each experi-
mental condition the order of the object group means on the affect
continuum was American-English-Italian. The direction of bias was
positive for all object groups. Individual comparisons (Duncan' 5
Test) among these means indicated that only the English and Italian
bias means in both conditions was not statistically significant

(p > . 05).

Stereotyping Behavior under the
Two Conditions

 

 

For each adjective on the stereotype scale the mean response

and standard deviation of these responses toward each object group

23

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2mm

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.m 22 mm mm mm :5 8.38m

 

 

 

 

 

 

 

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24

were calculated for the RM and KBM Conditions (see Table B in
Appendix B). One measure of the comparability of the two methods
for assessing stereotyping behavior is to correlate the mean adjec-
tive values under the two methods for each object group. This

analysis is found in Table 8.

 

 

 

Table 8. -- Correlations Among the Mean Adjective Responses for
the RM and KBM Conditions
(N = 80)
meagre.“ 832.1? m <2> <3> <4> .5, a»
RM American (1) -- .76 .60 .55 .15 .08
RM English (2) —- .42 .18 .58 -. 12
RM Italian (3) -- .03 -. 13 .62
KBM American (4) -- -. 07 -. 07
KBM English (5) - - —. 24
KBM Italian (6) --

 

 

 

Note--Correlations3_ I. 217' and 3 |.283| are significant at
the .05 and . 01 levels of significance, respectively (two—tailed tests).
These correlations indicated that the methods produced similar but
certainly not highly related adjective means. The KBM Condition
yielded many adjectives with means less than . 10 (10 per cent of the

§S ascribed the adjective to the object group)--71 per cent of the

25

American adjectives, 75 per cent of the English adjectives, and 78
per cent of the Italian adjectives. The same adjectives under the

RM Condition received mean ratings over the entire range of endorse-
ment (1. 83-3. 48) which in the RM Condition represented ascribing an
adjective to anywhere from one-quarter to three-quarters of the
object group membership. Consequently, the two methods resulted

in congruent adjective means only for those adjectives highly endorsed

by §S in both conditions.

Affect-Bias Relationships

 

In order to study the relationship between bias and affect
toward each object group, affect scores for each S were calculated.
The ith S' s affect toward the jth object group was computed from the
equation:

80

A13 : rijk (ak

K=1

- 3.28)/80

Where rijk* is the ith S' 5 response on the kth adjective for the jth

object group and a is the social desirability value for the kth adjec-

k

tive. Subtracting the constant 3. 28 from each social desirability

 

*rjik = 0, 1 for the KBM Condition and 1, 2, 3, 4, 5 for the
RM Condition.

26

value centered the mean social desirability of the adjectives at zero.
This formulation gave high positive scores to §S who ascribed so-
cially desirable traits to an object group and high negative scores to
§S who ascribed socially undesirable traits to the object group. _Ss
who marked the adjectives as describing about one-half of the object
group received affect scores clustering to the right or left of zero
depending upon the adjectives' desirability. Table 9 illustrates the
above transformation for an artificial scale with response values
ranging from 1-5 on items having desirability indices between 1-5‘
with a mean social desirability value of 3.

Table 9. -- Illustration of the Transformation of Raw
Adjective Responses into Affect Scores

 

 

 

 

Response Social Desirability Value
Value 1 2 3 4 5
1 ‘ 2 -1 0 1 2
2 ’ 4 -2 O 2 4
3 ‘ 5 -3 O 3 5
4 - 8 _4 0 4 8
5 ‘10 ‘5 0 5 10

 

 

The means and standard deviations for the affect scores

by Object groups in the RM and KBM Conditions are reported in

Table 1 0,

27

Table 10. -- Means and Standard Deviations of Affect Scores for the
RM and KBM Conditions by Object Group

 

 

 

 

 

 

 

 

 

 

Condition
Object RM* KBM**
Group
Standard Standard
Mean . . Mean . .
Dev1at10n Dev1at10n
American 0.362 0.240 0.024 0.038
English 0.400 0.287 0. 022 0. 029
Italian 0.275 0.225 0.001 0.038
>I‘N = 50
n<*N = 73

An analysis

of variance of these means is shown in Table 11.

Indi—

vidual comparisons (Duncan' 3 Test) of the mean pairs within each

condition disclosed that there was no statistically significant (p 3 . 05)

mean affect difference between the American and English object

groups.

The mean affect toward the Italian object group was lower

than the mean affect for the American and English object groups.

On the basis of the information from Tables 5, 7, and 11

the reader should note that the magnitude of the object group effect

(1. e. , S' s differential perception of the three national groups on the

affect, bias and raw socioeconomic continua) was largest when the

28

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2m

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m 22 mm mm mm :5 855m

 

 

 

 

 

 

 

msofifipnoo EmM paw 2m 55 50w mouoom 9.03.34 mo 60533.3( mo mflmfimcdq I. .2 ozmh

29

dependent variable was raw socioeconomic response, decreased sub—
stantially when measured by bias scores and was smallest on the
affect measure. With respect to the bias and raw socioeconomic
variables, these results indicated that the average signed magnitude
of non-veridicality toward the object groups was approximately the
same over the three groups but the object groups were well-separated
along the desirability dimension underlying the socioeconomic char-
acteristics. Surprisingly, the affect measure did not yield a larger
effect even though it was designed to directly assess _S_s' favorable-
ness toward the national groups.

The intrasubject relationship between affect and bias toward
each object group was tested by correlating these two variables over
the §s in each experimental condition within each object group. *
These correlation matrices appear in Table 12. In the RM Condition
the affect-bias correlations are small in magnitude and represent
almost a complete lack of relationship between the variables. The
affect-bias correlations in the KBM Condition are larger in magni—
tude, and affect and bias are related in a positive direction.

Inspection of the affect intercorrelations among object groups

reveal different patterns for each experimental condition. In the RM

 

*Recall that within object group analyses would be identical
with either raw socioeconomic reSponses or bias scores on the
socioeconomic items.

 

30

Table 12. -- Within-Subject Correlations Among Affect and Bias by

Object Group for the RM and KBM Conditions

 

 

 

 

 

 

 

 

 

 

Variable Object Group (1) (2) (3) (4) (5) (6)
RM”<

(N = 73)
Affect American (1) -- .49 .19 . 22 .13 .22
Affect English (2) -- . 39 .28 .19 .09
Affect Italian (3) -- . 19 . 22 . 33
Bias American (4) -- . 74 .47
Bias English (5) -- . 70
Bias Italian (6) --

KBM**

(N = 50)
Affect American (1) -— - . 03 .26 .37 . 18 .06
Affect English (2) -- . 17 .29 . 34 . 05
Affect Italian (3) -— . 22 .16 . 26
Bias American (4) -- . 79 . 43
Bias English (5) —- . 56
Bias Italian (6) --

 

 

 

*Correlations Z I. 232I and _>_ I. 302I are significant at the .05
and . 01 levels, respectively (two-tailed tests).

**Correlations Z I. 293I and _>_ I. 364I are significant at the .05
and .01 levels, respectively (two-tailed tests).

31

Condition there are substantial correlations between the American
and English object'groups. However only the American and Italian

affect scores are correlated to any degree in the KBM Condition.

Two Models for the Data

 

Examination of the affect intercorrelations for the RM Con-
dition and the bias intercorrelations for the RM and KBM Conditions
suggested that each of the correlation matrices was Markovian (see
Morrison, 1967, p. 294); that is, the American-Italian correlation
is the product of the American-English correlation and the English-

Italian correlation. * A post hoc model which generates this corre-

 

lation pattern within each set of affect and bias data is:

(1) e
a=e+d1
1=e-d2

where e, a, and i are random variables representing the affect (or
bias) distributions for the American, English, and Italian object

groups and (11 and (12 are random variables which increment or dec-

rement an individual' 5 affect (or bias) response. This model

describes §s behavior in the experiment as, first, centering their

¥

>“For example, in the RM Condition rae = .49 and rei = .39
On the affect variable; rai = . 19 or ’-‘—’ (. 49)(. 39).

32

response at the English object group and, then, rating the American
and Italian groups at points above and below this position. Assuming
that r = O (that is, the correlation between d and d with e

held constant is zero), the correlations among a, e, and i are:*

(2) rae = (Se + SesdlredlnS a
(3) I.ei : (Se + Sesdzred2VS1
(4)r -(sz+ses r s r )/sasi
ai e edl edl Se d2 edz S'dl Sd2 r‘dldz
and thus
(5) r =

. r r .
a1 ae e1
There are two obvious difficulties (deficiencies) with this

model. The predicted variances of the object group scores are:

2
(6) se
2 2
(7) 52:5 +s +2888 r
a 8 d1 edl edl

(8) s.2=sz+s2 -2ss‘ r
1 e d2 €d2 8d2

The observed variances of the object groups are relatively homoge—

neous. A necessary condition for the model to predict this is if

k

*Standard deviation is symbolized by the letter E'

33

S

d 0. Furthermore, the assumption that Ss center their response
1 _

scale with the English object group seems intuitively inappropriate.
Unfortunately (for the model) the observed Markovian pattern can
only be deduced if the English object group functions as the center
point.

A more appealing model which retains some of the notions
from above is one that assumes the §s' responses are centered at
the American object group and responses to the English and Italian
object groups are obtained through successive decrements. The basic

equations that embody these postulates are:

(9) a
e = a - d1
1=e-d2=a-d1-d2
Assuming rad2 . e = 0 or, for _S_s with the same English response,

the Italian decrement is uncorrelated with their American response--
_S_s do not ”reference" their American response when responding to
the Italian object group--and setting Se = 1, the correlations among

the object groups become:

(10) ra s

e a - Sdlradl

(11) rei — (1 - stredZHsi

34

)/s.

(Sa - Sdlradl - Sdzradz 1

(12) rai

and consequently

(13)r. r r.
a1 ae e1

The predicted variances for the object groups are:

(14) 82
a
(15)s2=s+s: -258 rd
8 1 3 d1 3 1
2 2 2
(16) Si — S + Sdl + SC12 - 2(Sasd1rad1 + Sasdzradz +
S S rd d)
d1 d2 1 2

With the correlations between {a, e, i} and {dl'dz} positive, the co-
variance terms would probably tend to produce homogeneous vari-
ances for the object groups.

With both affect and bias following the same model in the RM
Condition, one can derive the correlations between affect and bias.

Let a primed symbol denote bias and an unprimed symbol affect. Then,

(17) raa’
(18) I‘ae’ = Sasa’raa’ - Sd’lsarad’1
(19) rai’ = Sasa’raa’ _ Sasd’lrad’l _ San’Zrad’z

35
a a a’ aa’

(20) re , = s s r - Sa’sdlra’dl

(21) ree’ = s

2 -I = ; I — I I _ I I
(2 ) I‘e1 Sasa I‘aa Sd 1 Sarad 1 Sasd 2 rad 2
Sa’sdlra’dl + sdlsd,2 rdld.2 + Sdlsd’l rdld,1

(23) r‘ia’ : Sasa’raa’ - Sa’sdlra’dl - Sa’sdgra’dg

2 _ _
( 4) r‘ie’ Sasa’raa’ Sd’l Sarad’l Sa’sdlra’dl +
Sd’l Sdlrdld’l - Sa’ Sdzra’dz + Sd’l d2 I‘d,1 d2
2 = - - '
( 5) rii’ Sasa’raa’ sd,1 Sarad’l sa’sdlra’dl

S,S

d1

s,s r, -ss,r,+ r, +

sdlsd,2 rdld,2 + sdlsd,1 rdld,1 + sdzsd,2 rdzd,2
The parameters of the model (for the affect and bias respons-
es in the RM Condition and the bias responses in the KBM Condition)

were estimated directly from eqs. (10)—(25). * These estimates are

summarized in Table 13. Since these estimates vary directly with

¥

*s and Se, were set equal to 1 and Sa’ Si’ Sa” and Si’ were
relativized, accordingly.

Table 13. -- Estimated Standard Deviations of the Model II Parameters

and Their Correlations with Affect and Bias for the RM
and KBM Conditions

 

 

 

 

 

 

 

 

 

a e 1 d1 2 a’ e’ " 1 d’2

a -- 49 19 .37 .34 .22 .13 .22 .12 .14

e -- .39 44 .69 .28 .19 .09 .12 .08

i -- .25 .39 .19 .22 .33 .05 .23

d1 -— . 44 . 10 . 09 .10 . 02 . 10

d2 -- .13 .02 .17 .15 .27

a’ -- .74 .47 .33 .13

e’ -- .70 .40 .08

i’ -- .34 .65

1 -- .06

d’z --

s: .84 1.00 .78 .94 1.00 .97 .00 .32 .71 .94

KBM

a’ -- .79 .43 15 .42

e’ -- .56 .49 .51

i’ -— 29 .43

d’]. -" .23

d’z --

S: .88 1.00 .95 .62 .92

 

Note—~There was no model presented for the affect responses

in the KBM Condition.

37

the magnitude of the observed affect and bias correlations, there is
no basis to assume that the estimates for a given parameter would
be constant over variables and experimental conditions. Except for

r. , and r , the affect decrements—bias correlations and the bias
1d 2 d2d 2
decrements-affect correlations in the RM correlation matrix are ap-
proximately zero. Estimates of the (11 - d2 correlation varied widely,
ranging from . 06 to -. 44. It might have been predicted that the cor-
relations between the American object group responses and the dec-
rement reSponses would successively decrease since the second
decrement is not as directly associated with the American response

as the first decrement is. This hypothesis was not confirmed by the

results in either the RM or the KBM matrix.

CHAPTER V
DISCUSSION

The findings of this study confirm some of the suppositions
in the literature on the nature of stereotyping behavior but negate
others. Campbell (1967) and Allport (1954) posit that object group
differences are exaggerated in the content of stereotypes. Present
evidence, however, disclosed that individuals underestimated the
range (or heterogeneity) among object groups on various socioeco-
nomic characteristics. The veridicality of stereotypes has long been
debated. In this investigation §S correctly perceived the rank-order
of the object groups on socioeconomic indices when this order was
American-English-Italian or Italian—English-American, but tended
to use one or the other of these orders even when their reversals
were the correct arrangement. Moreover, to state that stereotypes
often contain a grain of truth or are for the most part erroneous is
to ignore the real issue. The important research problem is an in-

depth examination of stereotype components to determine why or why
not (based on the history of the individual) its elements are valid or

invalid.

38

39

Traditional studies of object group stereotyping have only
noted that groups are differentially perceived on the like-dislike con—
tinuum. This study found the groups to be more differentiated on the
bias dimension (and information dimension) than on affect. Thus,
these latter variables should be included and studied more intensively
in future investigations of stereotyping behavior.

As hypothesized, affect and bias toward national groups was
positively related. Unfortunately, it was not possible to ascertain
the causal direction (if any) of this relationship. A study of the de-
velopment of stereotypes might explicate this matter. Such an investi-
gation would focus on the sources of information about an object group
to which an individual becomes exposed. Then, perhaps, the corre-
spondence between particular trait descriptions and "factual material"
could be adduced.

The most frequently utilized measure of stereotypes--trait
descriptions--is still beset with difficulties. In previous studies,
individuals were not allowed to extend their judgments of the rele-
vancy of a given trait along a continuum but could report only whether
a trait was typical for an object group. The present design permit—
ted individuals to graduate their judgments with the consequence that
"typical traits" are seen to apply to anywhere from one-quarter to

three—quarters of the object group membership. Thus, there seemed

40

to be a low degree of convergent validity for the construct of stereo—
types if it is operationalized via trait descriptions.

Future research on the problem of stereotyping behavior
should expand the present set of affect and bias measures. "Social
distance” (Bogardus, 1925) might be a more direct indicator of affect
than the present method. The socioeconomic items in this study did
not sample other characteristics which may be more associated with
affect such as divorce statistics, crime rate, political ideologies,
patterns of living, etc.

The model proposed in this thesis provided a satisfactory
characterization of affect and bias responses. A test of the general-
izability of the model would involve the collection of additional data
on several object groups to confirm if the Markovian structure is
still exhibited. A second research project related to the model con-
cerns S' 3 selection of a pivotal object group or base point for his
ratings. In the present study American §S chose the American ob-
ject group. _S_s from other national or ethnic groups might employ

their own membership group.

REFERENCES

Allport, G. W. The nature of prejudice. Garden City: Doubleday
Anchor Books, 1954.

 

Bogardus, E. S. Measuring social distance. Journal of Applied
Sociology, 1925, 9, 299-308.

 

Campbell, D. T. The indirect assessment of social attitudes.
Psychological Bulletin, 1950, i7, 15-38.

 

Campbell, D. T. Stereotypes and the perception of group differences.
American Psychologist, 1967, 2_2, 817-829.

 

Fishman, J. A. An examination of the process and function of social
stereotyping. Journal of Social Psychology, 1956, 43, 27—
64.

 

Hammond, K. B. Measuring attitudes by error-choice: an indirect
method. Journal of Abnormal and Social Psychology, 1948,
43, 38-48.

 

Katz, D. , and Braly, K. W. Racial prejudice and racial stereotyp-
ing. Journal of Abnormal and Social Psychology, 1933, 39,
175-193.

 

Katz, D. , and Braly, K. W. Verbal stereotypes and racial preju-
dice. In Harold Proshansky and Bernard Seidenberg (Eds. ),
Basic studies in social psychology. New York: Holt,
Rinehart and Winston, 1965.

 

Morrison, D. F. Multivariate statistical methods. New York:
McGraw—Hill, 1967.

 

Schuman, H. Social change and the validity of regional stereotypes
in East Pakistan. Sociometry, 1966, 29, 428-440.

 

41

42

Statistical Office of the United Nations. Statistical yearbook: 1964.
New York, 1965.

 

U. S. Bureau of the Census. Statistical abstract of the United States:

 

1965. 86th edition. Washington, D.C., 1965.

APPENDIX A
QUESTIONNAIRES

Questionnaire Booklet for Selection of Adjectives
Questionnaire for the RM Condition

Questionnaire for the KBM Condition

QUESTIONNAIRE BOOKLET FOR SELECTION OF ADJECTIVES

45

Example

The three groups concerned with are UCLA students, MSU
students, and Harvard students. You are asked to characterize

UCLA students. Your response might be:

U C LA students

 

Intelligent

Enjoy water sports
Drive foreign cars
Sophisticated

Have wealthy parents
Suntanned

Biographical Information

 

1. Age

 

2. Sex

 

3. Major at MSU

 

4. Overall grade-point average at MSU

 

5. Class (Freshman, Sophomore, Junior, Senior)

 

6. Place of birth

 

7. Approximate population of the community in which you grew up
(if you lived in more than one place write the population of the
community in which you spent the most time)

 

Americans
Catholics
Englishmen
Frenchmen

Germans

Red Chinese

 

Russians

Americans

 

46

Groups

Italians
Jews
Negroes

Red Chinese

Russians

Catholics

Germans

Italians

Englishmen

47

Frenchmen

 

Jews

 

Negroes

C omments

 

48

49

Suppose you were asked to indicate the proportion of the group to
which your characteristics applied. Which of the examples below
would you feel most comfortable using? Place the number 1 besides
the scale you would most prefer, a 2 besides the scale you would
prefer second, a 3 besides the scale—you would prefer third, and so
forth.

(1) the characteristic applies to almost none of the group, about
one-quarter of the group, about one -half of the group, about
three-quarters of the group, almost all of the group.

(2) the characteristic applies to per cent of the group (you
would fill in the space with a number between 2 and 100).

(3) the characteristic applies to none of the group, few of the group,
some of the group, many of the group, and all of the group.

(4) the characteristic applies to 0%, 10%, 20%, 30%, 40%, 50%,
60%, 70%, 80%, 90%, 100% of the group.

(5) the characteristic applies to 0, 1/5, 2/5, 3/5, 4/5, all of the
group.

(6) the characteristic applies to 0%, 20%, 40%, 60%, 80%, 100% of
the group.

(7) other (write any other example you would be comfortable using).

Thank you for your cooperation.

QUESTIONNAIRE FOR THE RM CONDITION

51

Please read the instructions in each section carefully.
There is no time limit. When you finish one part continue on to the
next part. Please answer all of the questions as best you can and as
honestly as you can. Do not omit any questions. Please do not write
your name on this booklet or on any of the answer sheets. The infor—
mation collected in this survey will remain anonymous. There are
several IBM answer sheets in this booklet, so be sure you are using
the correct answer sheet for the particular part.

Biographical Information

 

Please use the IBM Answer Sheet labelled Biographical
Information. Select the appropriate answer for the following bio-
graphical questions.

 

 

1. Age (1) 18 or under (2) 19 (3)20 (4)21 (5)22 or over
2 Sex (1) male (2) female

3. Class (1) Fresh. (2) Soph. (3) Jr. (4) Sr. (5) Grad.
4

G.P.A. (l) 2.00 or less (2)2.1-2.4 (3)2.5-2.9
(4) 3.0-3.4 (5) 3.5-4.0

5. Religious preference (1) Protestant (2) Catholic (3) Jewish
(4) Other (5) None

6. Marital status (1) Single (2) Married (3) other

7. Approximate population of the community in which you grew up.
(1) 5, 000 or less (2)5, 001-20, 000 (3)20, 001-100, 000
(4) 100, 001-1, 000, 000 (5) 1, 000, 001 or more

8. Political party preference (1) Liberal Democrat (2) Conserva-
tive Democrat (3) Liberal Republican (4) Conservative Repub-
lican (5) Other

9. Father' 8 highest educational level (1) Grade school (2) High
school (3) Entered, but did not complete college (4) College
(5) Graduate school

10. Approximate family income (1) $4, 000 or less (2) $4, 001-
$9,500 (3) $9,501-$l5,000 (4) 15,001-$25,000 (5) $25,001
or more

11. Major academic interest (1) Physical or biological sciences
(2) Humanities and/or the Arts (3) Social sciences (4) Business
(5) Other

(go to the next page)

Americans- —Part A

52

 

The purpose of this survey is to find out the impressions

you have about various groups of people.
Please use these adjectives to describe Americans.
out the IBM answer sheet labelled Americans-—Part A.

tives.

Below is a list of adjec-

Take

 

In the ap-

 

propriate Space on the answer sheet mark alternative

1, if the adjective describes almost none of the members of

this group

 

2, if the adjective describes about one-fourth of the members

of this group

if the adjective describes about one-half of the members of
this group

if the adjective describes about three-fourths of the mem-
bers of this group

if the adjective describes almost all of the members of this

I» loo

[01

group

 

 

 

 

Remember, use the IBM answer sheet labelled Americans--Part A.

aloof
ambitious
arrogant
brave
cautious
cold
commanding
complacent
9. conservative
10. cooperative
11. courageous
12. creative

oo-qoacnm-ootxar-a

1 3 . cruel
14 . cultured
15. dapper

16. determined
17 . dogmatic
18. domestic
19. dull

20. easy-going
21 . emotional
22 . fast-moving
23 . fat

24. friendly

25 . fun—loving
26. happy

27 . hardy

28.
29.
30.
31.
32.
33.
34.
35.
36.
37.
38.
39.
40.
41.
42.
43.
44.
45.
46.
47.
48.
49.
50.
51.
52.
53.
54.

(go to the next page)

healthy
hospitable
hot-head ed
humorous
immoral
impressionable
individualistic
industrious
intelligent
jovial

lazy

liberal

loud

loyal
materialistic
militant

neat

orderly
patriotic
plain

poised
pompous
poor
prejudiced
proper
proud

quiet

55.
56.
57.
58.
59.
60.
61.
62.
63.
64.
65.
66.
67.
68.
69.
70.
71.
72.
73.
74.
75.
76.
77.
78.
79.
80.

radical
regimented
religious
reserved
rude

rugged
scientific
selfish
sensitive
serious

sexy

simple
sophisticated
stern

strong
stubborn
talkative
thoughtless
thrifty

warm

weak

wealthy
well-dressed
well-educated
well-manne red
wild

53

Americans- -Part B

 

Below are questions about the social and economic life of
Americans. Choose the alternative which you believe is the most
correct for each of the following questions. Take out the IBM
answer sheet labelled Americans--Part B.

 

 

 

1. The infant mortality rate (infant deaths per 1000 people) is
(1) 0-6 (2) 7-12 (3)13-18 (4)19-24 (5) 25-30 (6) 31-36
(7) 37-42 (8) 43-48 (9) 49-54 (10) 55 or greater

2. The percentage of the population which is unemployed is
(1) 0.00%-0.75% (2) 0.76070-1.50% (3) 1,510/0-2.25%
(4) 2.26%-3.00% (5) 3.01%-3.75% (6) 3.76%-4.25%
(7) 4,260/0-5.00% (8) 5.0170-5.75% (9) 5.7670-6.25%
(10) greater than 6. 25%

3. The average number of rooms per dwelling is (1) 0. 0-0. 9
(2)1.0-1.9 (3)2.0—2.9 (4)2.5-2.9 (5)3.0-3.4 (6)3.5—3.9
(7) 4.0-4.4 (8) 4.5-4. 9 (9) 5.0-5. 4 (10) 5.5 or greater

4. The number of motor vehicles per 1000 people in current use
is (1) 0-50 (2) 51-100 (3) 101-150 (4) 151-200 (5) 201-300
(6) 301-400 (6) 401-500 (8) 501-600 (9) 601-700 (10) greater
than 700

5. The average earnings (in dollars) per hour for factory workers
is (1) $0. 00-$0.40 (2) $0.41-$0. 80 (3) $0. 81-$1.20 (4) $1. 21-
$1. 60 (5) $1. 61-$2. 00 (6) $2. 01-$2.40 (7) $2.41-$2. 80
(8) $2. 81-$3.20 (9) $3.21-$3. 60 (10) $3. 61 or greater

6. The number of marriages per 1000 people is (1) 0-2 (2) 3-5
(3) 6-8 (4) 9-11 (5.)12-14 (6)15-20 (7) 21—50 (8) 51-100
(9) 101-200 (10) 201 or greater

'7. The life expectancy (in years) is (1) 50-53 (2) 54-56 (3) 57-
59 (4) 60-62 (5) 63-65 (6) 66-68 (7) 69-71 (8) 71-73
(9) 74-76 (10) 77 or greater

8. The average number of persons per household is (1) 0-1. 0
(2)1.1-1.9 (3) 2.0-2.4 (4) 2.5-2.9 (5) 3.0-3.4 (6) 3.5-3.9
(7)4. 0-4.4 (8)4. 5-4. 9 (9) 5. 0-5. 9 (10) 5. 5 or greater

(go to the next page)

10.

11.

12.

13.

14.

15.

16.

17.

18.

54

The percentage of the male population which is married is
(1) 30%-36% (2) 37%-43% (3) 44%-50% (4) 51%-57%

(5) 5870-6470 (6) 6570-7170 (7) 7270-7870 (8) 79070-8570

(9) 86%-92% (10) 93%-100%

The average number of people per square mile of land is (1) 1-2
(2) 3-4 (3) 5-7 (4) 8-10 (5)12-50 (6) 51-100 (7)101-150
(8) 151-200 (9) 201-400 (10) 201 or greater

The percentage of the population enrolled in higher education is
(1)0. 00%-0. 10% (2)0. 11%-0. 15% (3)0. 16%-0. 50% (4)0. 51%-
1.00% (5) 1.01%-2.00% (6) 2.0170-5.00% (7) 5,010/0-10.00%

(8) 10.0170-15.00% (9) 15.01‘70-20.00% (10) greater than 20.00%

The annual population increase (in percent) is (1) 0. 10%-0. 30%
(2) 0.31%-0.60% (3) 0.61%-0.90% (4) 0.91%-1.20%
(5)1.21070-1.50% (6)1.51070-1.80% (7) 1.81%-2.10%

(8) 2. 11%-2. 40% (9)2. 41%-2. 70% (10) 2. 71% or greater

The number of neWSpaper copies per 1000 people is (1) 0-50
(2) 51-99 (3) 100-300 (4) 301-500 (5) 501-700 (6) 701-900
(7) 901-1000 (8) greater than 1000

The average number of new dwellings per year per 1000 people
is (1) 0-2 (2) 3-5 (3) 7-10 (4) 11-25 (5) 26-50
(7) 51-100 (8) 101-150 (9) 151-200 (10) 201 or greater

The number of telephones in current use per 1000 people is

(1) 0-50 (2) 51-100 (3)101-150 (4) 151-200 (5) 201-300

(6) 301-400 (7) 401-500 (8) 501-600 (9) 601-700 (10) 701 or
greater

The average number of hours worked per day in factories is
(1) 5.0-5. 9 (2) 6.0-6. 9 (3) 7.0-7. 9 (4) 8.0-8. 9 (5) 9.0-
9.9 (6)10.0-10. 9 (7) 11.0-11. 9 (8)12.0-12.9 (9)13.0-
13.9 (10) 14 or greater

The average number of times per year that a person attends
movies is (1) 0.0-2.9 (2) 3.0-5. 9 (3) 6.0-8. 9 (4) 9.0-11. 9
(5)12.0-14.9 (6) 15.0-17. 9 (7)18.0-20.9 (8) 21.0-23. 9
(9)24. 0-26. 9 (10) 27. 0 or greater

The size of the population is (1) 0-5, 000, 000 (2) 5, 000, 001-
20, 000, 000 (3) 20, 000, 001-40, 000, 000 (4) 40, 000, 001-

75, 000, 000 (5) 75, 000, 001-100, 000, 000 (6) 100, 000, 001-
150, 000, 000 (7) 150, 000, 001-200, 000, 000 (8) 200, 000, 001-
250, 000, 000 (9) 250, 000, 001-300, 000, 000 (10) 300, 000, 001
or greater

55

Englishmen--Part A

 

Below is a list of adjectives. Please use these adjectives

to describe Englishmen. Take out the IBM answer sheet labelled
Englishmen--Part A. In the appropriate space on the answer sheet

 

 

 

mark alternative

OOK‘IOBCfip-P-OONH

_1_, if the adjective describes almost none of the members of
this group
2, if the adjective describes about one-fourth offithe members
— of this group
, if the adjective describes about one-half of the members of
this group

 

 

 

 

4, if the adjective describes about three-fourths of the mem-
_ bers of this group

5, if the adjective describes about all of the members of this
— group

aloof 2 8. healthy 55 . radical
ambitious 29. hospitable 56. regimented
arrogant 30. hot-headed 57. religious
brave 3 1. humorous 5 8. reserved
cautious 32. immoral 59. rude

cold 3 3 . impressionable 60. rugged
commanding 3 4 . individualistic 6 1 . s cientific
complacent 35 . industrious 62 . selfish
conservative 36. intelligent 63. sensitive
cooperative 37. jovial 64. serious
courageous 38. lazy 65. sexy

creative 39. liberal 66. simple

cruel 40. loud 67. sophisticated
cultured 4 1. loyal 68 . stern

dapper 42 . materialistic 6 9. strong
determined 43 . militant 7 0. stubborn
dogmatic 44. neat 7 1. talkative
domestic 45 . orderly 72 . thoughtless
dull 46. patriotic 73. thrifty
easy-going 47. plain 74. warm
emotional 48. poised 75. weak
fast-moving 49. pompous 76. wealthy

fat 50. poor 77. well-dressed
friendly 5 1. prejudiced 7 8 . well-educated
fun-loving 52 . proper 7 9. well-mannered
happy 5 3 . proud 80 . wild

hardy 54. quiet

(go to the next page)

56

Englishmen--Part B

 

Below are questions about the social and economic life of
Englishmen. Choose the alternative which you believe is most cor-
rect. Take out the IBM answer sheet labelled Englishmen--Part B.

 

 

1. The infant mortality rate (infant deaths per 1000 people) is
(1) 0-6 (2) 7-12 (3)13-18 (4)19-24 (5) 25-30 (6) 31-36
(7) 37-42 (8) 43-48 (9) 49-54 (10) 55 or greater

2. The percentage of the population which is unemployed is
(1) 0.00070-0.75% (2) 0.76%-1.50% (3) 1.51070-2.25%
(4) 2.26%-3.00% (5) 3.01%-3.75% (6) 3.76%-4.25%
(7) 4. 26%-5. 00% (8) 5. 01%-5. 75% (9) 5. 76%-6. 25%
(10) greater than 6. 25%

3. The average number of rooms per dwelling is (1) 0. 0-0. 9
(2)1.0-1.9 (3)2.0-2.9 (4)2.5-2.9 (5) 3.0-3.4 (6)3.5-3.9
(7) 4.0-4.4 (8)4. 5—4. 9 (9) 5. 0-5.4 (10) 5. 5 or greater

4. The number of motor vehicles per 1000 people in current use is
(1) 0—50 (2) 51—100 (3) 101-150 (4) 151-200 (5) 201-300
(6) 301-400 (7) 401-500 (8) 501-600 (9) 601-700 (10) greater
than 700

5. The average earnings (in dollars) per hour for factory workers is
(1) $0.00-$0.40 (2) $0.41-$0.80 (3) $0.81—$1.20 (4) $1.21-
$1. 60 (5) $1. 61-$2. 00 (6) $2. 01-$2. 40 (7) $2. 41-$2. 80
(8) $2. 81-$3. 20 (9) $3. 21-$3. 60 (10) $3.61 or greater

6. The number of marriages per 1000 people is (1) 0-2 (2) 3-5
(3) 6-8 (4) 9-11 (5)12-14 (6) 15-20 (7) 21-50 (8) 51-100
(9) 101-200 (10) 201 or greater

7. The life expectancy (in years) is (1) 50-53 (2) 54-56 (3) 57-
59 (4) 60-62 (5) 63-65 (6) 66-68 (7) 69-71 (8) 71-73
(9) 74-76 (10) 77 or greater

8. The average number of persons per household is (1) 0-1. 0
(2)1.1-1.9 (3) 2.0-2.4 (4) 2.5-2.9 (5) 3.0-3.4 (6) 3.5-3.9
(7) 4. 0-4.4 (8)4. 5-4. 9 (9) 5. 0-5. 9 (10) 5. 5 or greater

(go to the next page)

10.

11.

12.

13.

14.

15.

16.

17.

18.

57

The percentage of the male population which is married is
(1) 30%-36% (2) 3770-4370 (3) 4470-5070 (4) 5170-5770

(5) 5870-6470 (6) 65070-7170 (7) 72070-78070 (8) 79070-8570

(9) 86%-92% (10) 93%-100%

The average number of people per square mile of land is (1) 1-2
(2) 3-4 (3) 5-7 (4) 8-10 (5)12-50 (6) 51-100 (7) 101-150
(8) 151-200 (9) 201-400 (10) 201 or greater

The percentage of the population enrolled in higher education is
(1)0. 00%—0. 10% (2)0. 11%-0. 15% (3)0. 16%-O. 50% (4)0. 51%-
1.00% (5) 1.01070-2.00% (6) 2,010/0-5.00% (7) 5,010/0-10.00%

(8) 10. 01%-15. 00% (9) 15. 01%-20. 00% (10) greater than 20.00%

The annual population increase (in percent) is (1) 0. 10%-0. 30%
(2) 0.31%-0.60% (3) 0.61%-0.90% (4) 0.91%-1.20%
(5)1.210/0-1.50% (6)1.51070-1.80% (7)1.81070-2.10%

(8) 2. 11%-2. 40% (9) 2. 41%-2. 70% (10) 2. 71% or greater

The number of neWSpaper copies per 1000 people is (1) 0-50
(2) 51-99 (3) 100-300 (4) 301-500 (5) 501-700 (6) 701-900
(7) 901-1000 (8) greater than 1000

The average number of new dwellings per year per 1000 people
is (1) 0-2 (2) 3-5 (3) 7-10 (4) 11-25 (5) 26-50
(7) 51-100 (8)101-150 (9) 151-200 (10) 201 or greater

The number of telephones in current use per 1000 people is

(1) 0-50 (2) 51-100 (3)101-150 (4) 151-200 (5) 201-300

(6) 301-400 (7) 401-500 (8) 501-600 (9) 601-700 (10) 701 or
greater

The average number of hours worked per day in factories is
(1) 5.0-5.9 (2) 6.0-6.9 (3) 7.0-7.9 (4) 8.0-8. 9 (5) 9.0-
9.9 (6)10.0-10.9 (7)11.0-11.9 (8)12.0-12.9 (9)13.0-
13. 9 (10) 14 or greater

The average number of times per year that a person attends
movies is (1) 0.0-2. 9 (2) 3.0-5. 9 (3) 6.0-8. 9 (4) 9.0-11. 9
(5)12. 0-14. 9 (6)15. 0-17. 9 (7)18.0-20. 9 (8) 21. 0-23. 9
(9)24. 0-26. 9 (10) 27. 0 or greater

The size of the population is (1) 0-5, 000, 000 (2) 5, 000, 001-
20, 000, 000 (3) 20, 000, 001-40, 000, 000 (4) 40, 000, 001-

75, 000, 000 (5) 75, 000, 001-100, 000, 000 (6) 100, 000, 001-
150, 000, 000 (7) 150, 000, 001-200, 000, 000 (8) 200, 000, 001-
250, 000, 000 (9) 250, 000, 001-300, 000, 000 (10) 300, 000, 001
or greater

Below is a list of adjectives.

describe Italians.

Part A.
tive

GDQODUTpP-CJONH

58

Italians - -Part A

 

Please use the adjectives to

Take out the IBM answer sheet labelled Italians--

 

 

In‘ the appropriate space on the answer sheet mark alterna-

1, if the adjective describes almost none of the members of

this group

 

, if the adjective describes about one-fourth of the members
of this group

I on

I up

bers of this group
if the adjective describes about all of the members of this

lcn

group

aloof
ambitious
arrogant
brave
cautious
cold
commanding
complacent
conservative
cooperative
courageous
creative
cruel
cultured
dapper
determined
dogmatic
domestic
dull

easy- going
emotional
fast-moving
fat

friendly
fun-loving
happy
hardy

28.
29.
30.
31.
32.
33.
34.
35.
36.
37.
38.
39.
40.
41.
42.
43.
44.
45.
46.
47.
48.
49.
50.
51.
52.
53.
54.

 

 

if the adjective describes about one-half of the members of
this group
if the adjective describes about three-fourths of the mem-

 

healthy
hospitable
hot -head ed
humorous
immoral
impressionable
individualistic
industrious
intelligent
jovial

lazy

liberal

loud

loyal
materialistic
militant

neat

orderly
patriotic
plain

poised
pompous
poor
prejudiced
proper
proud

quiet

(go to the next page)

55.
56.
57.
58.
59.
60.
61.
62.
63.
64.
65.
66.
67.
68.
69.
70.
71.
72.
73.
74.
75.
76.
77.
78.
79.
80.

radical
regimented
religious
reserved
rude

rugged
scientific
selfish
sensitive
serious

sexy

simple
sophisticated
stern

strong
stubborn
talkative
thoughtless
thrifty

warm

weak

wealthy
well-dressed
well- educated
well-manne red
wild

59

Italians - -Part B

 

Below are questions about the social and economic life of
Italians. Choose the alternative which you believe is most correct.
Take out the IBM answer sheet labelled Italians--Part B.

 

1. The infant mortality rate (infant deaths per 1000 people) is
(1) 0-6 (2) 7-12 (3) 13-18 (4)19-24 (5) 25-30 (6) 31-36
(7) 37-42 (8) 43-48 (9) 49—54 (10) 55 or greater

2. The percentage of the population which is unemployed is
(1) (LODGE-0.75% (2) 0,760/0-1.50% (3) 1.51%-2.25%
(4) 2.26%-3.00% (5) 3.01%-3.75% (6) 3.76%-4.25%
(7) 4.26%-5.00% (8) 5.01%-5.75% (9) 5.76%—6.25%
(10) greater than 6. 25%

3. The average number of rooms per dwelling is (1) 0. 0-0. 9
(2)1.0-1.9 (3)2.0-2.9 (4) 2.5-2.9 (5) 3.0-3.4 (6) 3.5-3.9
(7) 4.0—4.4 (8) 4.5-4. 9 (9) 5. 0-5.4 (10) 5. 5 or greater

4. The number of motorvehicles per 1000 people in current use is
(1) 0-50 (2) 51-100 (3) 101-150 (4) 151—200 (5) 201-300
(6) 301-400 (7) 401-500 (8) 501-600 (9) 601-700 (10) greater
than 700

5. The average earnings (in dollars) per hour for factory workers is
(1) $0. 00-$O. 40 (2) $0. 41-$0. 80 (3) $0. 81-$1.20 (4) $1.21—
$1. 60 (5) $1. 61-$2.00 (6) $2. 01-$2.4O (7) $2.41-$2. 80
(8) $2. 81—$3.20 (9) $3.21-$3. 60 (10) $3. 61 or greater

6. The number of marriages per 1000 people is (1) 0-2 (2) 3-5
(3) 6-8 (4) 9-11 (5)12-14 (6)15-20 (7) 21-50 (8) 51-100
(9) 101-200 (10) 201 or greater

7. The life expectancy (in years) is (1) 50-53 (2) 54-56 (3) 57-
59 (4) 60-62 (5) 63-65 (6) 66-68 (7) 69-71 (8) 71-73
(9) 74-76 (10) 77 or greater

8. The average number of persons per household is (1) 0-1. 0
(2)1.1—1.9 (3)2.0-2.4 (4)2.5-2.9 (5)3.0-3.4 (6) 3.5-3.9
(7)4. 0-4. 4 (8)4. 5-4. 9 (9) 5. 0—5. 9 (10) 5. 5 or greater

(go to the next page)

10.

ll.

12.

13.

14.

15.

16.

17.

18.

60

The percentage of the male population which is married is
(1) 30%-36% (2) 3770-43070 (3) 4470-50070 (4) 5170-5770

(5) 58%-64% (6) 65%-71% (7) 72%-78% (8) 79%—85%

(9) 86%-92% (10) 93%-100%

The average number of people per square mile of land is (1) 1-2
(2) 3-4 (3) 5-7 (4) 8-10 (5)12-50 (6) 51-100 (7)101-150
(8) 151-200 (9) 201-400 (10) 201 or greater

The percentage of the pOpulation enrolled in higher education is
(1)0. 00%—0. 10% (2)0. 11%-0.15% (3)0. 16%-0. 50% (4) 0. 51%-
1.00% (5) 1.01%-2.00% (6) 2.01%-5.00% (7) 5.010/0-10.00%

(8) 10. 01%—15. 00% (9) 15. 01%-20. 00% (10) greater than 20.00%

The annual population increase (in percent) is (1) 0. 10%-0. 30%
(2) 0.31%—0.60% (3) 0.61%-0.90% (4) 0.91%-1.20%

(5) 1.21%-1.50% (6) 1.51%-1.80% (7) 1,810/0-2.10%

(8) 2.11%-2. 40% (9)2. 41%—2. 70% (10) 2. 71% or greater

The number of newspaper copies per 1000 people is (1) 0-50
(2) 51-99 (3) 100-300 (4) 301-500 (5) 501-700 (6) 701-900
(7) 901-1000 (8) greater than 1000

The average number of new dwellings per year per 1000 people
is (1) 0—2 (2) 3-5 (3) 7-10 (4) 11-25 (5) 26-50
(7) 51-100 (8) 101-150 (9) 151-200 (10) 201 or greater

The number of telephones in current use per 1000 people is

(1) 0-50 (2) 51-100 (3)101-150 (4)151-200 (5) 201-300

(6) 301-400 (7) 401-500 (8) 501-600 (9) 601-700 (10) 701 or
greater

The average number of hours worked per day in factories is
(1) 5.0—5.9 (2) 6.0-6.9 (3) 7.0-7. 9 (4) 8.0-8. 9 (5) 9.0-
9.9 (6)10.0-10.9 (7)11.0-11.9 (8)12.0-12.9 (9)13.0-
13. 9 (10) 14 or greater

The average number of times per year that a person attends
movies is (1) 0.0-2. 9 (2) 3.0-5. 9 (3) 6. 0-8. 9 (4) 9. 0-11. 9
(5)12. 0-14. 9 (6)15. 0-17. 9 (7)18. 0-20. 9 (8)21. 0-23. 9

(9) 24. 0-26. 9 (10) 27. 0 or greater

The size of the population is (1) 0-5, 000, 000 (2) 5, 000, 001-
20, 000, 000 (3) 20, 000, 001-40, 000, 000 (4) 40, 000, 001-

75, 000, 000 (5) 75, 000, 001-100, 000, 000 (6) 100, 000, 001-
150, 000, 000 (7) 150, 000, 001-200, 000, 000 (8) 200, 000, 001-
250, 000, 000 (9) 250, 000, 001-300, 000, 000 (10) 300, 000, 001
or greater

QUESTIONNAIRE FOR THE KBM CONDITION

62

Please read the instructions in each section carefully.
There is no time limit. When you finish one part continue on to the
next part. Please answer all of the questions as best you can and as
honestly as you can. Do not omit any questions. Please do not write
your name on this booklet or on any of the answer sheets. The infor-
mation collected in this survey will remain anonymous. There are
several IBM answer sheets in this booklet, so be sure you are using
the correct answer sheet for the particular part.

Biographical Information

 

Please use the IBM Answer Sheet labelled Biographical
Information. Select the appropriate answer for the following bio-
graphical questions.

 

 

Age (1) 18 or under (2) 19 (3)20 (4)21 (5)22 or over
Sex (1) male (2) female
Class (1) Fresh. (2) Soph. (3) Jr. (4) Sr. (5) Grad.

G.P.A. (1) 2.00 or less (2)2.1-2.4 (3) 2.5-2.9
(4) 3.0-3.4 (5) 3.5-4.0

.4:me

5. Religious preference (1) Protestant (2) Catholic (3) Jewish
(4) Other (5) None

6. Marital status (1) Single (2) Married (3) other

7. Approximate population of the community in which you grew up.
(1) 5, 000 or less (2) 5, 001-20, 000 (3)20, 001-100, 000
(4) 100, 001-1, 000, 000 (5) 1, 000, 001 or more

8. Political party preference (1) Liberal Democrat (2) Conserva-
tive Democrat (3) Liberal Republican (4) Conservative Repub-
lican (5) Other

9. Father' 5 highest educational level (1) Grade school (2) High
school (3) Entered, but did not complete college (4) College
(5) Graduate school

10. Approximate family income (1) $4, 000 or less (2) $4, 001-
$9,500 (3) $9,501-$15,000 (4) I5,001-$25,000 (5) $25,001
or more

11. Major academic interest (1) Physical or biological sciences
(2) Humanities and/or the Arts (3) Social sciences (4) Business
(5) Other

(go to the next page)

63

Americans- -Part A

 

The purpose of this survey is to find out the impressions
you have about various groups of people. Below is a list of words.
Read through the list of words and select those which seem to you to
be typical of Americans. Take out the IBM answer sheet labelled
Americans--Part A. In the appropriate spaces on the answer sheet
mark alternative 1 for those words which seem to you to be typical.
Otherwise, leave _the space blank. Use as many of these words as
you think are necessary to characterize these people adequately.

 

 

 

1. aloof 2 8. healthy 55 . radical
2 . ambitious 2 9 . hospitable 5 6 . regimented
3 . arrogant 3 0 . hot-head ed 5 7 . religious
4. brave 31 . humorous 58. reserved
5 . cautious 32 . immoral 5 9. rude
6. cold 33 . impressionable 60. rugged
7 . commanding 34. individualistic 6 1 . scientific
8 . complacent 3 5 . industrious 62 . selfish
9. conservative 3 6. intelligent 63. sensitive
I 0. cooperative 37 . jovial 64 . serious
1 1 . courageous 3 8. lazy 65 . sexy
12 . creative 3 9. liberal 66. simple
1 3 . cruel 40. loud 67 . sophisticated
1 4 . cultured 4 1 . loyal 6 8 . stern
1 5 . dapper 42 . materialistic 69 . strong
1 6. determined 43 . militant 70. stubborn
1 7 . dogmatic 44. neat 7 1. talkative
1 8. domestic 45. orderly 72 . thoughtless
1 9 . dull 46. patriotic 73. thrifty
2 0. easy-going 47 . plain 74. warm
2 1 . emotional 48. poised 75. weak
22 . fast-moving 49. pompous 76. wealthy
23. fat 50. poor 77. well-dressed
24. friendly 51 . prejudiced 78. well-educated
2 5 . fun-loving 52 . proper 7 9. well-mannered
2 6. happy 53 . proud 8O . wild

27. hardy 54. quiet

64

Americans - -Part B

 

Below are questions about the social and economic life of
Americans. Choose the alternative which you believe is the most
correct for each of the following questions. Take out the IBM
answer sheet labelled Americans--Part B.

 

 

 

1. The infantmortality rate (infant deaths per 1000 people) is
(1) 0-6 (2) 7-12 (3)13-18 (4) 19-24 (5) 25-30 (6) 31—36
(7) 37—42 (8) 43-48 (9) 49-54 (10) 55 or greater

2. The percentage of the population which is unemployed is
(1) 0.00%-0.75% (2) 0.76%-1.50% (3) 1.51%-2.25%
(4) 2.2670-3.00% (5) 3.01%-3.75% (6) 3.760/0-4.25%
(7) 4.26%-5.00% (8) 5.01%-5.75% (9) 5.76%-6.25%
(10) greater than 6. 25%

3. The average number of rooms per dwelling is (1) 0. 0-0. 9
(2)1.0-1.9 (3)2.0-2.9 (4)2.5-2.9 (5) 3.0-3.4 (6) 3.5-3.9
(7) 4.0-4.4 (8) 4.5-4. 9 (9) 5.0-5.4 (10) 5.5 or greater

4. The number of motor vehicles per 1000 people in current use
is (1) 0-50 (2) 51-100 (3)101-150 (4) 151-200 (5) 201-300
(6) 301-400 (6) 401-500 (8) 501-600 (9) 601-700 (10) greater
than 700

5. The average earnings (in dollars) per hour for factory workers
is (1) $0.00-$0.40 (2) $0.41-$0. 80 (3) $0. 81-$1.20 (4) $1.21-
$1. 60 (5) $1. 61-$2. 00 (6) $2. 01—$2.40 (7) $2.41-$2. 80
(8) $2. 81-$3.20 (9) $3.21-$3. 60 (10) $3. 61 or greater

6. The number of marriages per 1000 people is (1) 0-2 (2) 3—5
(3) 6-8 (4) 9-11 (5,)12-14 (6)15-20 (7) 21-50 (8) 51-100
(9) 101-200 (10) 201 or greater

7. The life expectancy (in years) is (1) 50-53 (2) 54-56 (3) 57-
59 (4) 60-62 (5) 63-65 (6) 66-68 (7) 69—71 (8) 71-73
(9) 74-76 (10) 77 or greater

8. The average number of persons per household is (1) 0-1. 0
(2)1.1-1.9 (3) 2.0-2.4 (4)2.5-2.9 (5) 3.0—3.4 (6)3.5-3.9
(7)4. 0-4.4 (8)4. 5-4. 9 (9) 5. 0-5. 9 (10) 5. 5 or greater

(go to the next page)

10.

11.

12.

13.

14.

15.

16.

17.

18.

65

The percentage of the male population which is married is
(1) 30%-36% (2) 37%-43% (3) 44%-50% (4) 51%—57%

(5) 58%—64% (6) 65%-71% (7) 72%-78% (8) 79%—85%

(9) 86%-92% (10) 93%-100%

The average number of people per square mile of land is (1) 1-2
(2) 3-4 (3) 5-7 (4) 8-10 (5)12-50 (6) 51-100 (7)101-150
(8) 151-200 (9) 201-400 (10) 201 or greater

The percentage of the population enrolled in higher education is
(1)0. 00%-0.10% (2)0. 11%-0. 15% (3)0. 16%—0. 50% (4) 0. 51%-
1.00% (5) 1.01%-2.00% (6) 2.01070-5.00% (7) 5.01%-10.00%

(8) 10.0170-15.00% (9) 15.01‘70-20.00% (10) greater than 20.00%

The annual population increase (in percent) is (1) 0. 10%-0. 30%
(2) 0.31‘70-0.60% (3) 0.61%-0.90% (4) 0.91%-1.20%

(5) 1.21%-1.50% (6) 1.51%-1.80% (7) 1.81%-2.10%

(8) 2. 11%-2. 40% (9)2. 41%-2. 70% (10) 2. 71% or greater

The number of newspaper copies per 1000 people is (1) 0-50
(2) 51-99 (3) 100-300 (4) 301-500 (5) 501-700 (6) 701-900
(7) 901-1000 (8) greater than 1000

The average number of new dwellings per year per 1000 people
is (1) 0-2 (2) 3-5 (3) 7-10 (4) 11-25 (5) 26-50
(7) 51-100 (8) 101-150 (9) 151-200 (10) 201 or greater

The number of telephones in current use per 1000 people is

(1) 0-50 (2) 51-100 (3)101-150 (4)151-200 (5) 201-300

(6) 301-400 (7) 401-500 (8) 501-600 (9) 601-700 (10) 701 or
greater

The average number of hours worked per day in factories is
(1) 5.0-5.9 (2) 6.0-6. 9 (3) 7.0-7. 9 (4) 8.0-8. 9 (5) 9.0-
9.9 (6)10.0-10. 9 (7)11.0-11.9 (8)12.0-12.9 (9)13.0-
13. 9 (10) 14 or greater

The average number of times per year that a person attends
movies is (1) 0.0-2. 9 (2) 3.0—5. 9 (3) 6.0-8. 9 (4) 9.0-11. 9
(5)12. 0-14. 9 (6)15. 0-17. 9 (7)18.0-20. 9 (8) 21. 0-23. 9

(9) 24. 0-26. 9 (10) 27. 0 or greater

The size of the population is (1) 0-5, 000, 000 (2) 5, 000, 001-
20, 000, 000 (3) 20, 000, 001-40, 000, 000 (4) 40, 000, 001-

75, 000, 000 (5) 75, 000, 001-100, 000, 000 (6) 100, 000, 001-
150, 000, 000 (7) 150, 000, 001-200, 000, 000 (8) 200, 000, 001-
250, 000, 000 (9) 250, 000, 001-300, 000, 000 (10) 300, 000, 001
or greater

Below is a list of words.
select those which seem to you to be typical of Englishmen.
out the IBM answer sheet labelled Englishmen--Part A.

Englishmen— -Part A

66

 

Read through the list of words and

Take

 

In the appro-

 

priate spaces on the answer sheet mark alternative I for those words
which seem to you to be typical. Use as many of these words as you
think are necessary to characterize these people adequately.

aloof

ambitious

arrogent

brave

cautious

cold

commanding

complacent
9 . conservative

10. cooperative

11. courageous

12 . creative

1 3 . cruel

14. cultured

15. dapper

1 6. determined

17 . dogmatic

1 8. domestic

1 9 . dull

20. easy-going

2 1 . emotional

22. fast-moving

2 3 . fat

24. friendly

2 5 . fun-loving

2 6. happy

27 . hardy

00405019me

28.
29.
30.
31.
32.
33.
34.
35.
36.
37.
38.
39.
40.
41.
42.
43.
44.
45.
46.
47.
48.
49.
50.
51.
52.
53.
54.

healthy
hOSpitable
hot-headed
humorous
immoral
impressionable
individualistic
industrious
intelligent
jovial

lazy

liberal

loud

loyal
materialistic
militant

neat

orderly
patriotic
plain

poised
pompous
poor
prejudiced
proper
proud

quiet

55.
56.
57.
58.
59.
60.
61.
62.
63.
64.
65.
66.
67.
68.
69.
70.
71.
72.
73.
74.
75.
76.
77.
78.
79.
80.

radical

re gimented
religious
reserved
rude

rugged
scientific
selfish
sensitive
serious

sexy

simple
sophisticated
stern

strong
stubborn
talkative
thoughtless
thrifty

warm

weak

wealthy
well-dressed
well-educated
well-manne red
wild

67

Englishmen--Part B

 

Below are questions about the social and economic life of
Englishmen. Choose the alternative which you believe is most cor-
rect. Take out the IBM answer sheet labelled Englishmen-~Part B.

 

 

1. The infant mortality rate (infant deaths per 1000 people) is
(1) 0-6 (2) 7-12 (3)13-18 (4)19-24 (5) 25-30 (6) 31-36
(7) 37-42 (8) 43-48 (9) 49-54 (10) 55 or greater

2. The percentage of the population which is unemployed is
(1) 0.00%-0.75% (2) 0.76%-1.50% (3) 1.51%-2.25%
(4) 2.2570-3.00% (5) 3.01%-3.75% (6) 3.7670-4.25%
(7) 4.26%-5.00% (8) 5.01%-5.75% (9) 5.76%-6.25%
(10) greater than 6. 25%

3. The average number of rooms per dwelling is (1) 0. 0-0. 9
(2)1.0-1.9 (3)2.0-2.9 (4) 2.5-2.9 (5) 3.0-3.4 (6) 3.5-3.9
(7) 4.0-4.4 (8)4. 5-4. 9 (9) 5. 0-5.4 (10) 5. 5 or greater

4. The number of motor vehicles per 1000 people in current use is
(1) 0-50 (2) 51-100 (3)101-150 (4) 151-200 (5) 201-300
(6) 301-400 (7) 401-500 (8) 501-600 (9) 601-700 (10) greater
than 700

5. The average earnings (in dollars) per hour for factory workers is
(1) $0.00-$0.40 (2) $0.41—$0.80 (3) $0.81-$1.20 (4) $1.21-
$1. 60 (5) $1. 61-$2. 00 (6) $2. 01-$2. 4O (7) $2. 41-$2. 80
(8) $2. 81-$3.20 (9) $3.21-$3. 60 (10) $3.61 or greater

6. The number of marriages per 1000 people is (1) 0-2 (2) 3-5
(3) 6-8 (4) 9-11 (5)12-14 (6) 15-20 (7) 21-50 (8) 51-100
(9) 101-200 (10) 201 or greater

7. The life expectancy (in years) is (1) 50-53 (2) 54-56 (3) 57-
59 (4) 60-62 (5) 63-65 (6) 66-68 (7) 69-71 (8) 71-73
(9) 74-76 (10) 77 or greater

8. The average number of persons per household is (1) 0-1. 0
(2)1.1-1.9 (3)2.0-2.4 (4)2.5-2.9 (5)3.0-3.4 (6)3.5-3.9
(7) 4.0-4.4 (8) 4.5-4. 9 (9) 5. 0-5. 9 (10) 5. 5 or greater

(go to the next page)

10.

11.

12.

13.

14.

15.

16.

17.

18.

68

The percentage of the male population which is married is
(1) 3070-3670 (2) 3770-4370 (3) 4470-5070 (4) 5170-5770

(5) 58%-64% (6) 65%-71% (7) 72%-78% (8) 79%-85%

(9) 86%-92% (10) 93%-100%

The average number of people per square mile of land is (1) 1-2
(2) 3-4 (3) 5-7 (4) 8-10 (5)12-50 (6) 51-100 (7)101-150
(8) 151-200 (9) 201-400 (10) 201 or greater

The percentage of the population enrolled in higher education is
(1)0. 00%-0.10% (2)0. 11%-0. 15% (3)0. 16%-0. 50% (4) 0. 51%-
1. 00% (5)1. 01%-2. 00% (6) 2. 01%-5. 00% (7) 5. 01%-10. 00%

(8) 10. 01%-15. 00% (9) 15. 01%-20. 00% (10) greater than 20.00%

The annual population increase (in percent) is (1) 0. 10%-0. 30%
(2) 0.31%-0.60% (3) 0.61%-0.90% (4) 0.91%-1.20%

(5) 1.2170-1.507o (6) 1.5170-1.807o (7) 1.8170-2.107o

(8) 2. 11%-2. 40% (9) 2. 41%-2. 70% (10) 2. 71% or greater

The number of newspaper copies per 1000 people is (1) 0-50
(2) 51-99 (3) 100-300 (4) 301-500 (5) 501-700 (6) 701-900
(7) 901-1000 (8) greater than 1000

The average number of new dwellings per year per 1000 people
is (1) 0-2 (2) 3-5 (3) 7-10 (4) 11-25 (5) 26-50
(7) 51-100 (8) 101-150 (9) 151-200 (10) 201 or greater

The number of telephones in current use per 1000 people is

(1) 0-50 (2) 51-100 (3)101-150 (4)151-200 (5) 201-300

(6) 301-400 (7) 401-500 (8) 501-600 (9) 601-700 (10) 701 or
greater

The average number of hours worked per day in factories is
(1) 5.0-5.9 (2) 6.0-6.9 (3) 7.0—7. 9 (4) 8.0-8. 9 (5) 9.0-
9.9 (6)10.0-10.9 (7) 11.0-11. 9 (8)12.0-12.9 (9)13.0—
13. 9 (10) 14 or greater

The average number of times per year that a person attends
movies is (1) 0. 0-2. 9 (2) 3.0-5. 9 (3) 6.0-8. 9 (4)9. 0—11. 9
(5)12. 0-14. 9 (6)15. 0-17. 9 (7)18. 0-20. 9 (8) 21. 0-23. 9
(9)24. 0-26. 9 (10) 27. 0 or greater

The size of the population is (1) 0-5, 000, 000 (2) 5, 000, 001-
20, 000, 000 (3) 20, 000, 001-40, 000, 000 (4) 40, 000, 001-

75, 000, 000 (5) 75, 000, 001-100, 000, 000 (6) 100, 000, 001-
150, 000, 000 (7) 150, 000, 001-200, 000, 000 (8) 200, 000, 001-
250, 000, 000 (9)250, 000, 001-300, 000, 000 (10) 300, 000, 001
or greater

Below is a list of words.
select those which seem to you to be typical of Italians.
IBM answer sheet labelled Italians--Part A.

69

Italians - -Part A

 

 

Read through the list of words and

Take out the

 

 

In the appropriate

spaces on the answer sheet mark alternative _1_ for those words which
seem to you to be typical. Use as many of these words as you think
are necessary to charaCterize these people adequately.

1 . aloof

2 . ambitious

3 . arrogant

4. brave

5 . cautious

6 . cold

7 . commanding
8 . complacent

9. conservative
10. cooperative
11. courageous
12 . creative
1 3 . cruel
14. cultured
15. dapper
1 6. determined
1 7 . dogmatic
1 8. domestic
1 9. dull
20. easy-going
2 1 . emotional
22 . fast-moving
23 . fat
24. friendly
2 5. fun-loving
2 6. happy
27 . hardy

28.
29.
30.
31.
32.
33.
34.
35.
36.
37.
38.
39.
40.
41.
42.
43.
44.
45.
46.
47.
48.
49.
50.
51.
52.
53.
54.

healthy
hOSpitable
hot—head ed
humorous
immoral
impressionable
individualistic
industrious
intelligent
jovial

lazy

liberal

loud

loyal _
materialistic .
militant

neat

orderly
patriotic

plain

poised
pompous

poor
prejudiced
proper

proud

quiet

55.
56.
57.
58.
59.
60.
61.
62.
63.
64.
65.
66.
67.
68.
69.
70.
71.
72.
73.
74.
75.
76.
77.
78.
79.
80.

radical
regimented
religious
reserved
rude

rugged
scientific
selfish
sensitive
serious

sexy

simple
sophisticated
stern

strong
stubborn
talkative
thoughtless
thrifty

warm

weak

wealthy
well-dressed
well— educated
well-mannered
wild

70

Italians - -Part B

 

Below are questions about the social and economic life of
Italians. Choose the alternative which you believe is most correct.
Take out the IBM answer sheet labelled Italians--Part B.

 

1. The infant mortality rate (infant deaths per 1000 people) is
(1) 0-6 (2) 7-12 (3) 13-18 (4)19-24 (5) 25-30 (6) 31-36
(7) 37-42 (8) 43-48 (9) 49-54 (10) 55 or greater

2. The percentage of the population which is unemployed is
(1) 0.0070-0.7570 (2) 0.7670-1.507o (3) l.517o-2.257o
(4) 2.26%-3.00% (5) 3.01%-3.75% (6) 3.76%-4.25%
(7) 4.26%-5.00% (8) 5.01%—5.75% (9) 5.76%-6.25%
(10) greater than 6. 25%

3. The average number of rooms per dwelling is (1) 0. 0-0. 9
(2)1.0-1.9 (3)2.0-2.9 (4) 2.5-2.9 (5) 3.0-3.4 (6) 3.5-3.9
(7) 4. 0-4.4 (8)4. 5-4. 9 (9) 5. 0-5.4 (10) 5. 5 or greater

4. The number of motor-vehicles per 1000 people in current use is
(1) 0-50 (2) 51-100 (3) 101-150 (4) 151-200 (5) 201-300
(6) 301-400 (7) 401-500 (8) 501-600 (9) 601-700 (10) greater
than 700

5. The average earnings (in dollars) per hour for factory workers is
(1) $0. 00-$0. 40 (2) $0. 41-$0. 80 (3) $0. 81-$1.20 (4) $1. 21-
$1. 60 (5) $1.61-$2.00 (6) $2.01-$2.40 (7) $2. 41-$2. 80
(8) $2. 81—$3.20 (9) $3.21-$3. 60 (10) $3. 61 or greater

6. The number of marriages per 1000 people is (1) 0-2 (2) 3-5
(3) 6-8 (4) 9-11 (5)12-14 (6)15-20 (7) 21-50 (8) 51-100
(9) 101-200 (10) 201 or greater

7. The life expectancy (in years) is (1) 50-53 (2) 54-56 (3) 57-
59 (4) 60-62 (5) 63-65 (6) 66-68 (7) 69-71 (8) 71-73
(9) 74-76 (10) 77 or greater

8. The average number of persons per household is (1) 0-1. 0
(2)1.1-1.9 (3)2.0-2.4 (4)2.5-2.9 (5)3.0-3.4 (6) 3.5—3.9
(7)4. 0-4. 4 (8)4. 5-4. 9 (9)5. 0-5. 9 (10) 5. 5 or greater

(go to the next page)

10.

ll.

12.

13.

14.

15.

16.

17.

18.

71

The percentage of the male population which is married is
(1) 30%-36% (2) 37%-43% (3) 44%-50% (4) 51%-57%

(5) 58%—64% (6) 65%-71% (7) 72%-78% (8) 79%-85%

(9) 86%-92% (10) 93%-100%

The average number of people per square mile of land is (1) 1-2
(2) 3-4 (3) 5-7 (4) 8-10 (5)12-50 (6) 51-100 (7) 101-150
(8) 151-200 (9) 201-400 (10) 201 or greater

The percentage of the population enrolled in higher education is
(1)0. 00%—0. 10% (2)0. 11%-0.15% (3)0. 16%-0. 50% (4) O. 51%-
1. 00% (5) 1. 01%-2. 00% (6)2. 01%-5. 00% (7)5. 01%-10. 00%

(8) 10. 01%-15. 00% (9) 15. 0170-20. 00% (10) greater than 20.00%

The annual population increase (in percent) is (1) 0. 10%-0. 30%
(2) 0.3170-0.6070 (3) 0.6170-0.907o (4) 0.9170-1.2070
(5)1.21‘70-1.50% (6)1.51‘70-1.80% (7)1.8170-2.10%

(8) 2. 1170-2. 4070 (9) 2. 4170-2. 7070 (10) 2. 7170 or greater

The number of newspaper copies per 1000 people is (1) 0-50
(2) 51-99 (3) 100-300 (4) 301-500 (5) 501-700 (6) 701-900
(7) 901-1000 (8) greater than 1000

The average number of new dwellings per year per 1000 people
is (1) 0-2 (2) 3-5 (3) 7-10 (4) 11-25 (5) 26-50
(7) 51-100 (8) 101-150 (9) 151-200 (10) 201 or greater

The number of telephones in current use per 1000 people is

(1) 0-50 (2) 51-100 (3)101-150 (4) 151-200 (5) 201-300

(6) 301-400 (7) 401—500 (8) 501-600 (9) 601-700 (10) 701 or
greater

The average number of hours worked per day in factories is
(1) 5.0-5.9 (2) 6.0-6.9 (3) 7.0-7.9 (4) 8.0-8. 9 (5) 9.0—
9.9 (6)10.0-10. 9 (7)11.0-11.9 (8)12.0-12.9 (9)13.0-
13. 9 (10) 14 or greater

The average number of times per year that a person attends
movies is (1) 0.0-2. 9 (2) 3.0-5. 9 (3) 6.0-8. 9 (4) 9.0-11. 9
(5)12. 0-14. 9 (6)15. 0-17. 9 (7)18. 0-20. 9 (8) 21. 0-23. 9
(9)24. 0-26. 9 (10) 27. 0 or greater

The size of the population is (1) 0-5, 000, 000 (2) 5, 000, 001-
20, 000, 000 (3) 20, 000, 001-40, 000, 000 (4) 40, 000, 001-

75, 000, 000 (5) 75, 000, 001-100, 000, 000 (6) 100, 000, 001-
150, 000, 000 (7) 150, 000, 001-200, 000, 000 (8) 200, 000, 001-
250, 000, 000 (9) 250, 000, 001-300, 000, 000 (10) 300, 000, 001
or greater

72

Take out the IBM answer sheets labelled Americans--Part A,
Englishmen--Part A, and Italians--Part A. On these sheets you
have marked those words which you thought were typical of each
group. For each group circle the numbers of the five words which
seemed most typical of the group. For example, if—y_ou thought word
number 29 was most typical then you would

1— 2: 3: 4: 5:

 

APPENDIX B
TABLES
Table A. -- Means and Standard Deviations of Adjective
Social Desirability Values
Table B. -- Means and Standard Deviations of Responses

to the Adjectives for the RM and KBM Conditions
by Object Group

 

 

74

Table A. -- Means and Standard Deviations of Adjective Social Desir-
ability Values

 

 

 

(N = 53)
Standard Standard
Adjective Mean Devia- Adjective Mean Devia-
tion I tion
aloof 2. 32 1 . 00 emotional 2. 94 1. 13
ambitious 4. 77 0. 51 fast-moving 3. 45 O. 89
arrogant 2 . 04 1. 22 fat 1. 87 0. 83
brave 4. 40 0. 74 friendly 4. 72 0. 66
cautious 4. 02 0. 84 fun-loving 4. 40 0. 79
cold 1.66 0.88 happy 4.68 0.61
commanding 2 . 91 1. 2 1 hardy 4.06 0. 86
complacent 2 . 81 1. 09 healthy 4. 55 O. 82
conservative 3. 25 0. 90 hospitable 4. 45 0. 75
cooperative 4. 62 0. 71 hot-headed 1. 64 0. 94
courageous 4. 28 0. 74 humorous 4. 38 0.74
creative 4. 49 0. 82 immoral 1. 89 0. 91
cruel 1. 25 0. 68 impressionable 3.06 0. 93
cultured 4. 28 0. 74 individualistic 4. 26 0. 65
dapper 3. 06 0. 82 industrious 4. 54 O. 64
determined 4. 43 0. 64 intelligent 4. 64 0. 48
dogmatic 2. 30 1. 03 jovial 4. 11 0. 72
domestic 3. 23 0. 87 lazy 1. 4O 0. 63
dull 1. 28 0. 50 liberal 3. 58 0. 84
easy-going 3. 87 1. 02 loud 1. 81 0. 71

 

 

 

 

 

 

 

75

Table A. -- Continued

 

 

 

Standard Standard
Adjective Mean Devia- Adjective Mean Devia-
tion tion

loyal 4. 43 0. 91 scientific 3. 51 0. 72
materialistic 2 . 68 1. 01 selfish 1. 42 0. 86
militant 2 . 49 0. 97 sensitive 3. 17 1 . 16
neat 4.36 0.68 serious 3.75 0. 90
orderly 4.19 0. 68 sexy 3. 49 0. 85
patriotic 3. 98 0. 95 simple 2. 77 1. 09
plain 2 . 66 0. 70 sophisticated 3. 57 0. 77
poised 4. 11 0.87 stern 2. 94 0. 89
pompous 2 . 36 1 . 08 strong 4. 04 0. 76
poor 2. 55 0. 82 stubborn 2. 28 1. 13
prejudiced 1. 70 0. 82 talkative 3. 32 0. 96
proper 3. 55 0. 77 thoughtless 1. 42 0. 86
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