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Family and Consumer Sciences Research Journal
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Liking and Disliking Household Objects: An Empirical Study of Value

Virginia T. Boyd

Environment, Textiles, and Design Program Area, University of Wisconsin, 1300 Linden Drive, Madison 53706

Timothy F. H. Allen

Department of Botany, University of Wisconsin, 430 Lincoln Drive, Madison 53706

The judgment of like/dislike may be an initial judgment in a hierarchy of criteria used to assign value to everyday objects. The finding implies that this subjective judgment, in turn, constrains succeeding value judgments, such as the perception of an object's utility and stylish ness. Forty-one subjects responded to two instruments: pair comparisons of 16 objects on a nine-point scale of similarity of value, and judgment of like/dislike of the same objects. The matrix of similarities was subjected to cluster analysis, producing a dendrogram for each indi vidual. Each dendrogram was compared to all others using an objective criterion. The data matrix of comparisons which resulted was subjected to principal component analysis. Like/dis like decisions were compared with both the dendrograms of each individual and the scatter diagrams summarizing the group. The judgment of like/dislike is discussed in relation to a conceptual framework based on the concepts of inherent and instrumental value.

Family and Consumer Sciences Research Journal, Vol. 9, No. 4, 310-318 (1981)
DOI: 10.1177/1077727X8100900405
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