Self-esteem, attitude similarity, and attraction

Subjects evaluated three stimulus persons on several rating scales who were either 10%, 50%, or 90% similar to themselves in attitudes Subjects were divided into low, moderate, and high self-esteem groups on the basis of an earlier Q sort The results showed a strong positive relation between perceived similarity and positive attribution for each of the dependent variables, including liking, sophisticated, intelligent, sincere, happy, and a social distance scale A negative relation was obtained for two undesirable traits, arrogant and cynical Self-esteem interacted with similarity on several of the measures The difference between self-esteem groups was largely restricted to highly dissimilar stimulus persons Moderate esteem subjects were more favorable toward dissimilar persons than either of the other two groups, and the high and low groups tended to resemble each other more than either group resembled the moderate esteem group These results were discussed in terms of the relation between self-esteem and adjustment, and in terms of McGuire's (1968) theory that predicts a nonmonotonic relation between self-esteem and attitudes.     

A general rotation criterion and its use in orthogonal rotation

Measures of test parsimony and factor parsimony are defined. Minimizing their weighted sum produces a general rotation criterion for either oblique or orthogonal rotation. The quartimax, varimax and equamax criteria are special cases of the expression. Two new criteria are developed. One of these, the parsimax criterion, apparently gives excellent results. It is argued that one of the most important factors bearing on the choice of a rotation criterion for a particular problem is the amount of information available on the number of factors that should be rotated. This research was supported by the National Research Council of Canada research grant 291-13 to Dr. G. A. Ferguson.