超行列多次元尺度法による日米の大学生被験者の国民性イメージ

概要

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In order to study commonalities and differences in the structure of stereotyped images of 15 nationalities held by Americans and Japanese, methods by which both nationalities and ascribed traits are represented in the same MDS space have been introduced. Among three "object-attribute MDS methods", "Super Matrix MDS method" proved to be appropriate for studying cognitive structure of images of nationalities visually, quantitatively and comparatively. A comparative study of stereotyped images of nationalities held by American and Japanese college students showed that the political and ideological aspect is salient for the American subjects and the productive and developmental aspect for the Japanese subjects. Hierarchical cluster analysis, multiple regression and discrepancy analysis of stimuli revealed similarities and differences of clustering of peoples in the world and of cognitive structures between the American and Japanese subjects.
1985-10-05