Mental comparisons involving abstract attributes

Adult subjects in two experiments were presented pairs of stimuli that differed in varying degree on an abstract semantic attribute, and were required to choose the one with the higher value on the given dimension. Subjects in Experiment 1 chose the more pleasant member of a pair of pictures, concrete nouns, or abstract nouns. Those in Experiment 2, presented a pair of pictures or concrete nouns, chose the one whose referent had the higher monetary value. Theoretical interest centered on the effects of semantic distance, stimulus mode, and individual differences in imagery and verbal ability on choice time. In both experiments, response times (1) decreased with increases in semantic distance, (2) were faster for pictures than words (and for concrete than abstract words in Experiment 1), and (3) were faster for high- than for lowimagery participants. The results are completely consistent with a dual-coding (image vs. verbal) interpretation: Pleasantness and value, though conceptually abstract, are attributes of things rather than words, and they are accordingly represented in and processed by a system specialized for dealing with nonverbal information.