Differentiation of affective and denotative meaning systems and their influence in personality ratings.

The present study presents an empirical example of the dichotomy of affective and denotative meaning systems and their influence on individual differences in personality ratings. The three-mode factor analytic technique with a newly developed transformation methodology for the scale mode was applied to data collected by Hogenraad from 50 French-speaking Belgians, rating 40 personality concepts against 40 semantic differential scales. Results indicated that three affective dimensions (evaluation, potency, and activity) proved to be dominant in the indigenous factor structure of personality impressions and that three dimensions in the "other" space, orthogonal to affect, are clearly interpretable denotative semantic features of personalities. Three idealized individual differences on interactions of these two meaning systems with four concept factors were highlighted by the final rotated inner core matrix. The present methodology along with the semantic differential technique and three-mode factor analysis can be applied to various types of subjects and/or concept domains for better understanding of intra- and intercultural differences.