The extension of component analysis to four-mode matrices

A model for four-mode component analysis is developed and presented. The developed model, which is an extension of Tucker's three-mode factor analytic model, allows for the simultaneous analysis of all modes of a four-mode data matrix and the consideration of relationships among the modes. An empirical example based upon viewer perceptions of repetitive advertising shows the four-mode model applicable to real data.This research was supported by the University of Kansas School of Business Research Fund provided by the Fourth National Bank & Trust Company, Wichita. The ideas and opinions expressed herein are solely those of the author.