External analysis with three-mode principal component models

Through external analysis of two-mode data one attempts to map the elements of one mode (e.g., attributes) as vectors in a fixed space of the elements of the other mode (e.g., stimuli). This type of analysis is extended to three-mode data, for instance, when the ratings are made by more individuals. It is described how alternating least squares algorithms for three-mode principal component analysis (PCA) are adapted to enable external analysis, and it is demonstrated that these techniques are useful for exploring differences in the individuals' mappings of the attribute vectors in the fixed stimulus space. Conditions are described under which individual differences may be ignored. External three-mode PCA is illustrated with data from a person perception experiment, designed after two studies by Rosenberg and his associates whose results were used as external information.We gratefully acknowledge the assistance of Piet Brouwer in implementing the external analysis options in the TUCKALS programs.