The verbal image: Student perceptions of political figures

Publisher Website
Google Scholar
Abstract
This study investigated the dimensions of college students’ verbal images of national political candidates as shown by hierarchical factor analysis of antonymous verbal scales. Two alternate sets of 74 scales each were administered to 188 subjects responding to four Presidential candidates as stimulus symbols. Data were submitted to varimax and hierarchical factor solutions for each set and the alternate factor structures were compared. Factor scores and their intercorrelations were obtained to test validity between factor pairs of alternate sets and the actual orthogonality of factors within each set. Results are interpreted in terms of (1) factor structures as indices of student political values, (2) the validation of a theoretical construct, verbal image, and (3) the viability of the method for study of internal variables in communication

This publication has 7 references indexed in Scilit: