Semantic congruity effects in judgments of loudness

This research uses comparative judgments of the relative loudness of sounds to make a critical test of one theory of the mental representation of continuous physical attributes. The first two experiments find a semantic congruity effect, which is an interaction such that subjects can pick the louder of two loud sounds faster than the softer, and the softer of two quiet sounds faster than the louder. According to the theory under test, physical quantities are stored as points on a representational continuum, with a variance as well as a mean placement on it. The theory predicts the semantic congruity effect by assuming that the variance of placement of intensities on the representational continuum is a function of the direction of judgment: a soft sound will have less variance than a loud one when judged for softness and more when judged for loudness. Since the speed of making a judgment increases as variance decreases, the theory predicts a semantic congruity effect. However, for loudness, it can be shown that variance does not change in the manner assumed. The finding of a semantic congruity effect therefore disconfirms the theory. Alternative models are discussed. This research was supported by NSF Grant BNS 78-17442.     

Cross-cultural model testing: toward a solution of the etic-emic dilemma

A model for the prediction of behavior from attitudinal components, developed by Triandis, was tested with samples of U.S. and Mexican women, and with fertility relevant behaviors. The elements of the model are etic, but the operationalizations of the various variables were done emically. Results support the model in both cultures. While the predictive utility of the model is equivalent in two cultures, there are social class differences on which component of the model is most emphasized. The U.S. upper-middle-class sample and the Mexican upper-middle-class sample emphasized the person's attitude toward the act, while the Mexican lower SES (socio-economic status) sample emphasized the person's normative beliefs (moral obligations).