ABSTRACT
THE importance of cognition and affect in the consideration of communication issues is widely acknowledged; the measurement of these sets of constructs has been, to say the least, problematic. One technique that has enjoyed a recent history of wide use is multidimensional scaling (MDS), a tool with the potential to measure cognition and affect with a single measurement procedure, and to do so in a relatively unobtrusive manner, by not specifying dimensions for respondents to use in making comparisons among concepts. 2
