Alternative Measurement Formats for Multiple Comparisons Across Multiple Image Objects:

In an earlier study Jaffe and Nebenzahl (1984) compared two "traditional" semantic differential formats used to investigate country image perceptions. The present article extends this line of research by examining two additional semantic differntial formats—the graphic positioning scale (Narayana 1977) and the numerical comparative scale. The "new" numerical comparative scale is advanced as preferable to the graphic positioning scale when comparisons are required across multiple image objects. Although the study reported here uses countries as stimulus objects, the numerical comparative scale may also be useful for assessing relative perceptions of other stimulus objects across multiple image dimensions (e.g., brands, stores, etc.).