The factorial structure of responses to perceptual complexity

Abstract

A series of figures differing in complexity were exposed to 44 nursing students. Ss were monitored for GSR and heart rate while they looked at each figure for as long as they wished. They then rated each figure on 20 semantic differential-type scales. The data were factor analyzed by the principal axis method, with communalities iterated by refactoring followed by varimax rotation. Four factors were extracted and the first three were identified as Osgood’s activity, evaluative, and potency factors. It was suggested that the activity factor relates to arousal-raising stimulus properties, while the evaluative factor relates to arousal-reducing or -restraining stimulus properties. © 1971, Psychonomic Journals, Inc.. All rights reserved.