A three-part investigation was conducted to explore the meaning of color preferences. Phase 1 used a Q-sort technique to assess intra-individual stability of preferences over 5 wk. Phase 2 used principal components analysis to discern the manner in which preferences were being made. Phase 3 used canonical correlation to evaluate a hypothesized relationship between color preferences and personality, with five scales of the Personality Research Form serving as the criterion measure. Munsell standard papers, a standard light source, and a color vision test were among control devices applied. There were marked differences in stability of color preferences. Sex differences in intra-individual stability were also apparent among the 90 subjects. An interaction of hue and lightness appeared to underlie such judgments when saturation was kept constant. An unexpected breakdown in control pointed toward the possibly powerful effect of surface finish upon color preference. No relationship to five manifest needs were found. It was concluded that the beginning steps had been undertaken toward psychometric development of a reliable technique for the measurement of color preference.

The Activity Vector Analysis was administered to 97 junior college students, with instructions to check those words which they felt were descriptive of Jimmy Carter. These same students were again asked to check those words which they felt were descriptive of the Ideal Self or Perfect Person. The data yielded two distinct clusters: (1) around AVA Pattern 6617 for Carter, which correlates .69 with the “Business Executive” profile, and (2) around AVA Pattern 2972 for the Ideal Self, which correlates .80 with the “Perfect Person” profile. The correlation between the Carter profile and the Ideal Self profile is — .45, suggesting lack of congruence between the two perceptions.

The present investigation was conducted to expand the use of the Activity Vector Analysis technique to include measurement of the public personalities of two nominees to the United States Supreme Court, Robert Bork and Anthony Kennedy, together with an assessment of what is perceived to be the ideal personality of a Supreme Court Justice. Subjects were 323 students in introductory psychology courses at Southeastern Massachusetts University and the Community College of Rhode Island. Two significant clusters were found in subjects' perceptions of Robert Bork (AVA Pattern Shape 8318) and the Ideal Supreme Court Justice (AVA Pattern Shape 9326). A third cluster was found in students' perceptions of Anthony Kennedy (AVA Pattern Shape 7418). Although intercorrelations among the patterns were high, Bork and Kennedy were viewed unfavorably with respect to the Ideal on the factor that measures foresight and planning ability. Neither Bork nor Kennedy was viewed to possess the latent ability to manifest a very high level of moral responsibility towards others.

The present investigation was conducted to assess the public personalities of two presidential candidates—George Bush and Michael Dukakis. Subjects were 693 students in introductory psychology and marketing courses at Southeastern Massachusetts University, the Community College of Rhode Island, and Bryant College in Rhode Island. Perceptions were obtained through administration of the Activity Vector Analysis (AVA), a checklist of 87 behaviorally descriptive adjectives used primarily in self-concept analysis in business and industry. Two identical clusters were observed in subjects' perceptions of Bush and Dukakis (AVA Pattern Shape 6419). Candidates were viewed unfavorably with respect to a factor that measures foresight and planning ability. Neither Bush nor Dukakis was viewed to possess the latent ability to manifest a very high level of moral responsibility towards others. Leadership qualities were likewise not suggested.

A three-part investigation was conducted in an effort to begin to understand the psychological meaning of color preference behavior. Phase 1 used a Q-sort technique to assess intraindividual stability of preference judgments over a five-week interval. Phase 2 used principal components analysis to discern the manner in which preference judgments were being made. Phase 3 used canonical correlation analysis to evaluate a hypothesized relationship between color preference and personality; with five scales from the Personality Research Form, purported to measure manifest needs, serving as the criterion measure.