THE CONCEPT IDENTIFICATION EXPERIMENT can be regarded as a communication situation in which the experimenter gives information to a subject about the concept to be identified through a series of messages (Hovland, 1952). A message typically consists of a stimulus figure involving a combination of characteristics. If all the defining characteristics of the concept are included in the stimulus figure, the message represents a positive instance of that concept. If one or more such characteristics are lacking, the message represents a negative instance of the concept. Hovland and Weiss (1953) have conducted a well-known series of experiments on transmission of information through positive and negative instances. They used Hovland's (1952) communication model of concept attainment to calculate the minimum number of positive or negative instances logically required to communicate the concept to the subject.They then compared the performance of subjects working with only positive instances with that of subjects working exclusively with negative instances, always holding constant the amount of information presented to the subjects. They found that, within the time limits they used, a significantly greater percentage of subjects working with positive instances than of subjects working with negative instances were able to identify the concepts correctly. This was true even when the total number of instances presented was equal for both groups and when the memory factor was eliminated. This led the authors to conclude that "while a machine could be constructed which would arrive at the correct concept with equal ease on the basis of the positive or negative instances, the results of the present experiment clearly indicate that the human organism does not operate similarly on a strict probability basis" (Hovland and Weiss, 1953, p. 181). This is a rather broad generalization which has found support by other investigators. Bruner, Goodnow, and Austin, for instance, also state that "subjects seem not as willing or able to use negative informationinstances telling what the concept is not-in the process of attaining a concept" (1956, p. 180).
1This study is based on a thesis submitted by Vaira Freibergs (nee Vikis) to the University of Toronto for the degree of M.A.