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Behavior: The Control of Perception


reviewed by John J. Sullivan - 1974

coverTitle: Behavior: The Control of Perception
Author(s): William T. Powers
Publisher: John Wiley, New York
ISBN: , Pages: , Year:
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Charles E. Osgood and his associates have studied for many years the measurement problems of what is called pragmatic meaning. As distinguished from semantic meaning, which refers to the relations of words to objects, pragmatic meaning refers to the reactions of persons to words. In a number of well-designed researches, cross-cultural as well as subcultural, they have isolated three dimensions of pragmatic meaning: (1) an evaluative, (2) a potency, and (3) an activity dimension. A three-dimensional meaning space can be developed in which objects and symbols may be located by constructing a model with these dimensions perpendicular to each other. On the evaluative dimension the determination is the location of an object on a good-bad continuum, on the potency dimension the determination is on a strong-weak continuum, and on the activity dimension the determination is on an active-passive continuum. For example, Richard M. Nixon might rate himself as good, potent,... (preview truncated at 150 words.)


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Cite This Article as: Teachers College Record Volume 76 Number 2, 1974, p. 349-354
https://www.tcrecord.org ID Number: 1391, Date Accessed: 11/27/2020 4:29:46 AM

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