Experimenting With Perceptual Change Strategies

Nonmetric multidimensional scaling procedures are employed in this experimental evaluation of perceptual changes resulting from differences in the presentation of information about stimuli. Longitudinal MDS techniques are found to be useful in monitoring perceptual changes produced by various communication alternatives. Communication strategies aimed at changing the relationships among stimuli are more effective than those designed to change the perceptual space structure. Furthermore, providing comparative information about groups of stimuli has more apparent impact than providing information about a single stimulus.