Abstract: Spatial representations of pair comparison data on participants’ perception of emotion words and pictures of a person displaying those emotions were examined; it was found that both image and word response coordinates arrayed in a similar spatial manner. This could be useful in marketing situations if it generalizes to other image and word pairs, for example logos and company names. Use of two different criterion pairs was also examined. Responses using the two pairs tested appeared to result in equivalent spatial arrangement of the response coordinates but each using a different scale.
