ABSTRACT
Word association is a direct probe of the associations that a person perceives for a set of concepts. Normally the concepts will be key terms in a topic or discipline. People are asked to give series of one-word responses to the terms. Figure 9.1 shows the responses that a 19-year-old fine arts student gave to key words from the topic of ceramics. Associations given by fine arts student to stimulus words (shown here in italics) after being told that the topic is ceramics https://s3-euw1-ap-pe-df-pch-content-public-p.s3.eu-west-1.amazonaws.com/9780203761342/57348c0d-7ca3-4d42-bc91-d2dc47f4d88d/content/fig9_1_B.tif" xmlns:xlink="https://www.w3.org/1999/xlink"/>
